An advertising campaign featuring Olympic stars Mo Farah and Usain Bolt helped Virgin Media boost the number of new cable customers.

BBC: Richard Branson at the launch of Virgin Media

Though the number of subscribers who came to Sirius for Stern and would bolt without him will never be known, not having to replace a brand as distinct as his is widely seen as a positive for the company.

FORBES: Howard Stern Will Stick With "Geniuses" At Sirius For 5 More Years