Kassof Study Concludes Too Little is Known About HD Radio

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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NAB Board Concludes Fall Board Gathering

Your NAB Board of Directors concluded its two days of meetings this week and sent out a press release on what was done. They managed to condense two days of meetings into several short paragraphs. Very efficient. Not much is ever really released from the board meetings but if your interested in the radio synopsis provided to the press, here it is.

Kevin Gage introduced Rey Mena, co-president, Emmis Interactive, who provided a presentation on a collaborative effort by iBiquity, Intel, NAB FASTROADS and Emmis Interactive to create compelling HD Radio on smartphones. Mr. Mena discussed an HD Radio smartphone app in development that will provide enhanced advertising functions, interactivity and emergency alerts.

Ben Downs, vice president and general manager, Bryan Broadcasting Corporation updated the Board on activities related to improving AM radio opportunities. Kevin Gage presented an AM Engineering Study proposal that would examine options for AM broadcasters from an engineering perspective with a focus on where technology will be in 5 - 10 years.

Jane Mago led a discussion and gathered input from the Board on the issue of an expected upcoming review of media ownership rules. Ms. Mago provided the Radio Board with a status update on activities related to low power FM, FM translators, FM radio interference standards and the upcoming national emergency alert system test.

Kelly Cole provided the Radio Board with a status update on activities related to spectrum fees and performance tax.

NAB Executive Vice President of Radio John David and Chris Brown noted that the Radio Show in September was an overwhelming success and provided video highlights from the event. Mr. David provided an update on plans slated for the 2012 Radio Show to be held in Dallas.

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