New Study: Three out of Four Radio Listeners Are Now Aware of HD Digital Radio
Thursday, September 20th, 2007
Improved Sound Quality and Local Content of HD2 Stations Are Key Drivers to Growing Interest
CHARLOTTE, N.C. – September 26, 2007 – The HD Digital Radio Alliance, a joint initiative of radio broadcasters to accelerate consumer adoption of HD Digital Radio, today announced the results of a new study of consumer intentions toward the breakout consumer information and entertainment option.
The study, conducted in September 2007 by radio market research and analysis firm Critical Mass Media, finds that three out of four radio listeners (77%) are now aware of HD Radio. In addition, it finds that a full 31 percent of radio listeners say they are interested in HD Digital Radio. Unlike other research done with on-line polls which tend to be unreliable, this telephone interview study was carefully balanced across all age and sex demographics and screened accordingly.
“This study clearly shows the significant momentum HD Radio continues to build on a real-time basis,” said Peter Ferrara, President and CEO, HD Digital Radio Alliance. “Programming variety, less talk and fewer interruptions are helping to drive awareness and interest as a whole. Although, we still have work to do in increasing consumer awareness and interest, HD Radio has clearly grown exponentially the past year.”
The rich, eclectic array of programming on HD digital radio’s HD2 multicast channels, coupled with the subscription free, crystal-clear digital sound and favorable price points, continues to build awareness and interest across markets. More than 1500 radio stations currently broadcast in HD digital radio. Complete information on HD2 digital radio multicast channels is available at www.hdradio.com.
About The HD Digital Radio Alliance
The HD Digital Radio Alliance is a joint initiative of leading radio broadcasters to accelerate the successful rollout of HD Digital Radio. Current members include major radio groups and independent station owners: Beasley Broadcast Group, Bonneville International, CBS Radio, Citadel Broadcasting / ABC Radio, Clear Channel Radio, Emmis Communications, Intercom, Greater Media and WBEB Philadelphia. For more information on HD Digital Radio, visit www.hdradio.com.
– ### –