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Consumer awareness about HD Radio actually declined slightly from 2006 to 2007 - except where it increased. Three separate surveys offer wildly conflicting views on the level of awareness.
A survey from the HD Digital Radio Alliance, conducted by Critical Mass Media, showed that awareness of HD is at 77 percent of radio listeners. That’s up from 38 percent in May 2006, according to a survey by Mark Kassof and Co., a strategic research firm (via MediaPost), and equal to the 77 percent awareness Critical Mass Media found in September.
An Arbitron/Edison Media Research report shows that consumer awareness of HD actually declined slightly during 2006-2007, from 26 percent to 24 percent. And a report from American Media Services shows that 35 percent of American adults are familiar with HD Radio.
This is not the first time that conflicting results have been found regarding awareness of HD Radio. Last September, a poll suggested that only 42 percent of Americans were aware of HD Radio; a study released the following week contradicted the finding, showing that 77 percent of Americans were aware of the existence of HD Radio.
The HD Digital Radio Alliance believes that, based on its research, it is time to move from a simple awareness campaign to a campaign that hopes to persuade consumers to buy new radios with HD capabilities. The tagline for its new initiative is HD: It’s Time to Upgrade!
The rollout of HD Radio has been slower than expected. Wachovia analyst Marci Ryvicker told investors two weeks ago that broadcasters should begin by data-casting or offering on-demand services on their side channels, rather than multicasting new radio formats. She believes rates of adoption for HD will remain low until HD radios are offered as standard features in most cars.
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