A well-known
and respected contract engineer recommended I speak directly with iBiquity
about my core question: Is HD Radio “broadcasting
in the public interest” when it seems to have so few users?
I was
referred to Rick Greenhut, Director – Business Development at iBiquity Digital
Corporation in Columbia, Maryland. Yesterday
I sent Rick an e-mail and let him know about my writing and research about HD
Radio. Rick responded with a very
helpful message including this chart about HD Radio’s track record:
Rick
pointed out, correctly, that I wasn’t getting the full story about HD Radio by
focusing only on noncommercial stations.
He said there is significant listening to commercial HD stations. I
reviewed the Nielsen Audio Fall 2014 commercial station reports. There are, indeed, a few HD stations listed –
some with decent sized audiences. But notice, in the chart iBiquity provided,
the 5,212,400 claimed weekly cumulative audience includes listening to analog
translators.
For example, the most recent Minneapolis/St. Paul PPM
report says CBS’s heritage news station WCCO-AM, combined with WCCO-HD2, has
almost 300,000 weekly cumulative listeners. What portion of these listeners
came from the HD2 station? Not many, I’d guess.
I checked commercial station PPM data for five additional
markets I personally know well:
• DENVER: KYGO-HD2 is simulcast on The Mighty K27FK – an analog translator
at 103.1FM (map below) with decent coverage of the market.
•
WASHINGTON, DC: WAMU-HD2 is simulcast on The
99 Watt Blowtorch (an old radio term) 105.5FM aka W288BS which blankets the District (map below).
• LOS ANGELES: No HD stations are listed.
• BOSTON: No HD stations are listed.
• OMAHA: No HD stations are listed.
So, I guess the answer to the question – What is the portion of the claimed five
million weekly listeners is actually listening to HD Radio? – is We just don’t know.
It brings up the question: If a person is listening to an HD station on analog FM, is the person
ACTUALLY listening to HD Radio?
BUT DON'T MORE AND MORE
CARS HAVE HD RADIOS?
Quoting Rick
Greenhut from iBiquity:
To answer the second part of your question,
the growth in HD Radios in cars has been nothing short of phenomenal in the
last 2 years. ..automakers
currently offer over 200 different car models with HD Radio, with almost 100
coming as standard equipment. In most cases, if you get the navigation package
(GPS, backup camera etc.), you get HD Radio. It is not offered as a stand-alone
option, but rather, part of a popular option package.
While getting HD receivers in cars is crucial, the existence
of HD tuners in a popular option package does NOT mean vehicle buyers are
listening to HD Radio. This reminds me of hype from the Sales Manager of failing
AM station: We have more than a million
people in our coverage area! No
shit, but they probably aren’t listening to you.
THE STATION DEMAND FOR HD RADIO
Quoting Rick
Greenhut from iBiquity:
I'm still signing at least one new station
every week, and the pace is accelerating, so I can say with some confidence
that HD Radio has never been healthier.
So, is this as good
as HD Radio gets? I still have the same
core question: Is HD Radio “broadcasting in
the public interest” when it seems to have so few users?
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