1-23-2012
The latest Kassof study included 670 people who were interviewed on the telephone in January. They were asked if they had heard of HD radio and what they knew about it. His conclusion, after all the publicity and industry backing is that too little is know about HD. "HD Radio has made important progress recently in terms of getting into the car?more auto makers are offering HD Radio as an option or even standard in some cases. Unfortunately, that progress hasn?t yet translated into the minds of 18-64 consumers."
When comparing this recent survey to a previous study in September ?08, Kassof says we "we find no progress". "Awareness has actually declined. In ?08, 67% had at least ?heard of? HD Radio; now, 54% do. And consumers? understanding (and misunderstanding) of HD is virtually identical to what we found three-plus years ago." Here is the bottom line according to Kassof: "The industry still faces a big challenge marketing HD Radio. Its best decision was to call it ?HD Radio,? because that enables consumers to at least infer that it delivers better quality. The industry needs to continue to focus on sound quality, plus MORE CHOICES and (to separate HD from satellite radio) FREE. Period.
After a decade as a radio programmer and air talent, Kassof earned an MBA with specialization in research. Since then, he has conducted research and developed strategies for some of the biggest successes in North American radio, among them stations owned by groups including Beasley, Blackburn, CBC, Emmis, Greater Media, Mid-West Family, Midwest Communications, Newcap, Nextmedia, Pattison, Radio One, Standard Broadcasting and Wilks, as well as outstanding independent stations.
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