Awareness is not the same as interest

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Awareness is not the same as interest

Aug 1, 2007 1:00 AM, By Chriss Scherer, editor

More stations are adding HD Radio transmission equipment and multicast streams. Many stations continue to air the �HD Radio: Discover It!� spots provided by the HD Digital Radio Alliance as part of its on-air campaign to promote the technology. According to an Arbitron study, the effort is having a positive effect on awareness.

Arbitron surveyed radio listeners 12+ in January 2006 and again in January 2007. When asked if they had heard or read anything recently about HD Radio, the 2006 results showed that 14 percent of listeners knew about HD Radio. In 2007, the same question resulted in 26 percent of radio listeners saying they were aware of HD Radio.

So now that awareness has risen, does this translate into a greater listener interest in HD Radio? Unfortunately, no. The responses lean to more than 2/3 of the respondents not having any interest in HD Radio. It seems that the consumer awareness campaign needs to shift into a consumer interest campaign.

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