HD Radio awareness is up... so what? - Orbitcast

HD Radio awareness is up... so what?

| 10 Comments
HD Radio

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.

[FMQB]
(Disclaimer: FMQB is one of the trade mags that I actually don't loathe.)

10 Comments

Out of curiosity Ryan, why do you spend a lot of time writing about HD Radio.

I don't understand the slant about HD Radio being "the enemy". Granted, I didn't like the Merge "Monopoly" guy, but I also don't see Terrestrial Radio as the enemy. I still listen to regular radio. I can understand the hostility because the NAB kept complaining and trying to halt the merger, but now...

...really, who cares. We never know, the rate Sirius XM is going, we might all end up getting HD Radio is the very worst case happens.

At the end of the day, it's still radio. Maybe a better quality of radio, but Sirius XM alone is still traditional radio in a new skin without commercials.

"Woopee, "awareness" isn't what is truly important"? Really?

New customers (kids today) will NOT want to choose between 2 channel sets under one company. They will continue to look for other technology options.

If it's not easy, they won't subscribe. Be aware of that!

Merge? What Merge?

lol @ awareness of hd...

i'm "aware" of AIDS, but that doesnt mean i'm in a hurry to go get it.

ryan brings up hd all the time because its relevent; it competes directly, albeit laughably, with SatRad in its biggest mkt segment...oem


Edison/Arbitron claim that awareness has dropped to only 24% - this Kassof study was probably for the benefit of iBiquity, and Kassof is also shilling/blogging about it right now. What a joke.

they aren't willing to "fix" terrestrial radio to make it listenable so they put out HD...dumbasses.

if i don't like listening to the regualr station, why would i be willing to buy a system to listen to derivatives of stations i don't like?

ick.

It would be interesting to see how many people know what "HD" stands for.

"three percent think they already receive HD Radio, even though they do not own an HD Radio receiver." Placebo effect.

HD radio is redundant. I think people who try to capitaliza on this are misguided. It's not something I would bet on.

Hell, I wouldn't bet on satrad!

I predict in 4 years XM/Sirius will be $20/month or more and have about 50 stations or less, and Stern will be gone.

derek1079: Especially since the "HD" in "HD radio" it doesn't stand for the same thing it does in "HDTV" or "HD DVD", and they even changed what it stands for since HD radio was first introduced! :-)