Alan Burns: Is it a Mistake to Include 'HD' In Your ID?
Exclusive Commentary Each Friday On All Access
July 12, 2012 at 3:54 AM (PT)
BURNS AND ASSOCIATES will begin presenting data from their 2012 national study of women radio listeners in a series of webinars sponsored by TRITON DIGITAL. The first webinar is scheduled for TOMORROW (THURSDAY, JULY 12th), and CEO ALAN BURNS says that "while HD RADIO's awareness is flat year to year at about 25% of all women, one bright spot for HD is slightly improved understanding -- more women this year know that HD offers additional programming and does not require users to pay a monthly fee. However, HD has a long way to go if it’s going to have an impact on the industry."
BURNS also says the data suggests there might be a reason for stations to discontinue the common practice of including "HD" in station IDs. "When we ask women if they’ve ever listened to HD RADIO, just under 4% of women say yes. But when the question is asked, as 'ever listened to an HD station or channel,' the number nearly triples. One way to interpret that is that women think they are listening to HD RADIO when they hear a 'regular' FM station say 'HD.' If so, there's a huge potential negative there: Those women hear what they think is HD and, since it sounds no different, may conclude it offers them no benefit. We'd probably be better off just occasionally explaining that we have other stations with other programming on them on our HD channels."
TOMORROW's data from BURNS will also show that ARBITRON respondents keep diaries and carry meters for two primary reasons: for the cash and rewards, and because they like for their opinions to matter. "Someone else (in the household) told me to," was very low.
For the third year in a row, BURNS AND ASSOCIATES surveyed more than 2,000 women who listen to Top 40 or AC radio, gathering attitudes toward and usage of media and music. Industry headlines will be covered in TOMORROW (THURSDAY)'s webinar at 3:30p EDT.
To register for any or all of the free webinars, click here.
ALL ACCESS features exclusive commentary from ALAN BURNS each FRIDAY during the series here in NET NEWS.
For more information, contact ALAN BURNS AND ASSOCIATES at (251) 980-7070.