Our latest HD Radio research delivers more disturbing news than our May HD study did.

Then, we found a lack of familiarity with HD, even among those who said they had heard of it. But lack of familiarity is a “blank slate” — one that can be filled with an effective message.

Now, we find that 5% of all 18-64’s think they’re listening to HD, but they can’t be because they haven’t purchased an HD-capable radio!

Undoubtedly, they have this misconception because stations are saying they’re “Now broadcasting in crystal-clear high-definition radio” (or whatever) without explaining that listeners can’t hear that great sound on an ordinary FM radio.

Not surprisingly, these misinformed listeners are not impressed with what they think is HD Radio! Nearly half (46%) tell us it is “about the same” as regular FM.

I wonder why they think that???

Radio is poisoning the perception of HD even before it gets off the ground, by selling something that listeners are not receiving.

Now, 5% of the audience (while 5% more than we’d like) is still a small minority! And 46% of that 5% leaves us with a little more than 2% who both think they’re receiving HD and who think it is about the same as regular FM.

So, consider this research as an “early warning” about the pitfalls of promoting HD with liner cards. Certainly, this can be turned around with a comprehensive campaign that communicates WHAT HD RADIO IS, WHAT ITS BENEFITS ARE and WHAT IT TAKES TO RECEIVE IT.

Oh, and drop those liner cards.

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.