...They will hear it.
We are in the process of compiling information from the reams of data being generated from our second annual Tech Poll (visit Jacobsmedia.com to see the first two reports on Howard Stern and Cell Phone Only Users). This time, a record 79 Rock stations took part, and 25,000+ respondents participated.
Among the findings, HD Radio awareness is at the embryonic stage. About one-fifth of our sample has familiarity with this new form of radio, but many are still struggling to learn more about it.
This is why the quality and quantity of the spots and promos that are created by the HD Alliance - as well as other sources - will be so important in spreading the word. Who knows more about getting across messaging and content better than the professionals who have worked in radio their entire careers?
And to make you feel better about HD Radio's potential, take a birds-eye view at a couple of Rock stations that have talked about it on their air since last July - when they launched their HD2 stations. WRIF and WCSX, right here in Motown, had been actively promoting their HD activities for about six months when our Tech Poll went out into the field. Look at their results:
Imagine how overall awareness of HD Radio is going to grow when stations across the country begin exposing the promotional campaign. You can count on us measuring it all in Tech Poll III in early 2007.