[BC] Listener conceptions

[Reader]

LISTENER CONFUSION ABOUT HD RADIO

Posted by Mark Kassof
Here's the text of a news release we just sent out...more commentary 
to follow...

A new research study reveals that 5% of 18-64 year olds think they 
are receiving HD Radio from at least one of the FM stations they 
listen to, but have not actually purchased an HD-capable radio.

Among these listeners who say they are receiving HD but haven't 
purchased an HD radio, 46% say it is "about the same" as regular FM 
radio, while 12% of them characterize HD as "a lot better" than regular FM.

One percent of listeners say they have purchased an HD-capable radio. 
While a small subcell, two-thirds of them say HD is "a lot better" 
than regular FM.

These findings are based on 752 telephone interviews completed from 
September 13-17 in the U.S.

Mark Kassof & Co. is a research and strategy firm specializing in 
radio. Mark Kassof, President, states: "Stations contribute to 
confusion when they say they are 'broadcasting in HD' without 
offering an explanation of what HD provides and what is required to 
receive it. As a result, some listeners wrongly think they are receiving HD."

This survey was the second HD-related study conducted by Mark Kassof 
& Co. this year. A May survey revealed that only 1% of 18-64 year 
olds said HD Radio provides more stations or programming choices.