Disputing recent studies that say public awareness of HD Radio is low, the HD Digital Radio Alliance cites research from Critical Mass Media that three out of four listeners are aware of it.
The study, conducted this month, finds that 31 percent of listeners polled said they are interested in HD-R. Critical Mass said those polled cited improved sound quality and local content of HD2 stations as key drivers to growing interest.
Unlike other research done with online polls, which the alliance argues tend to be unreliable, this telephone interview study was balanced across age and sex demographics and screened accordingly, the HD Radio proponent stated.
“Programming variety, less talk and fewer interruptions are helping to drive awareness and interest as a whole,” stated Alliance President/CEO Peter Ferrara. “Although we still have work to do in increasing consumer awareness and interest, HD Radio has clearly grown exponentially the past year.”