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Study: HD Radio Awareness Is on the Rise

Independent researcher says he finds a big jump.

Results from a poll by an audience research firm shows that 67% of 18-to-64 year olds have heard of HD Radio.

That’s up from a similar study in 2006, also done by Mark Kassof & Co., when only 38% had heard of HD Radio.

Consumers’ understanding of HD Radio has also grown, according to results from 688 telephone interviews conducted Sept. 4 to 7.

Now, 21% of those polled indicate HD Radio delivers higher-quality sound, vs. 17% in 2006. Significantly, 8% now volunteer that HD Radio delivers more stations or choices, vs. only 1% two years ago.

On the downside, this year’s research also finds continued misconceptions about HD Radio. Now, 7% indicate that HD radio is satellite radio, up from 3% in 2006. And 3% think they receive HD Radio even though they have not purchased an HD-capable receiver.

Company President Mark Kassof said the results show “significant progress, with two-thirds of consumers at least aware of HD Radio. But the industry still has a lot of work to do explaining HD Radio and selling its benefits to consumers.”

Asked who funded the study, he told RW it was an independent project. “I financed it, just as I did in ’06. I have no connection to iBiquity or the HD Alliance.”