Harker: HD Radio's Latest Successes -- This is Awkward
September 7, 2011 at 3:53 AM (PT)
In its most recent posting on its Radio Insights blog, HARKER RESEARCH masterminds RICHARD HARKER and GLENDA SHRADER BOS write, "You’ve probably heard about the HD ALLIANCE's recent success in getting additional car manufacturers to offer HD RADIO in their new models," but then ask, "With such a distinguished list of manufacturers, wouldn't it be a good idea to have something for buyers to listen to?"
"According to the ALLIANCE," notes HARKER, "there are about 1,300 HD2-4 stations in the U.S. Back out the AM stations simulcasting on sister station HD channels and we end up with maybe another thousand FM options for the 213 million listeners in ARBITRON's 282 measured markets. The limited number of new stations still might be enough to motivate some buyers to pop for an HD upgrade if the new options appealed to the typical new car buyer."
"Unfortunately," sums up HARKER, "buyers will find mostly specialty and niche stations. All the work convincing more car manufacturers to offer HD may do more harm than good for the industry because it makes the paucity of HD options that much more apparent."
Read the full blog here.