A research report by Mark Kassof & Co. has revealed that 67 percent of 18-64 year olds have heard of HD Radio, a rise from 38 percent (two years ago). Woopee, "awareness" isn't what is truly important.
Don't tell that to the terrestrial radio trade mags though, they seem ready to pop the champagne over this report.
The measurement of awareness is an old-media way of thinking, so you can't really blame them. For years, "reach and frequency" have been the mantra of advertisers and media buyers, all striving to get their marketing message to as many people as possible.
But should the HD Radio really be celebrating "awareness"? Afterall, I'm highly aware of AIDS. But I don't want it. You can be "aware" of a product, and have absolutely no urge to associate yourself with it.
To be fair, the Kassof study didn't just measure awareness, it measured "consumer understanding" of HD Radio in addition, which also grew: 21 percent said they are aware that HD Radio delivers "higher quality" sound, while 8 percent now know that HD Radio delivers more listening choices.
But maybe, that's all skewed anyway, because 7 percent of those surveyed confuse HD Radio with Satellite Radio, and that metric is up from 3 percent two years ago. Come to think of it, I should have entitled this post "HD Radio confusion with Satellite Radio more than doubles."
Another three percent think they already receive HD Radio, even though they do not own an HD Radio receiver. Now that's progress.
(Disclaimer: FMQB is one of the trade mags that I actually don't loathe.)