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AG News: 10/16/2006

How Is "HD Radio" Ranking in Search?

All radio trade publications carried the story, which FMQB titled "iBiquity Offers HD Radio Rebates." The articles were a chorus speaking about $25 and $50 discounts being offered on nearly 30 HD Radio receivers, in hopes of creating a consumer rush for this holiday season.

At the announcement that prices are dropping, and with a degree of curiosity about whether the industry-backed $200 million dollar HD Radio ad campaign is doing any good, I turned to Google Trends to see if the public is showing interest.

Google Trends is a service provided by Google, which produces 60% of online searches. It graphs the total amount of searches against chosen keywords, and delivers a breakout of cities that are providing the most volume of searches. Hence, if you want to see how often "HD Radio" is being searched for on Google, go to Google Trends (click the link). Viewing this trend you can see there is a steady rise in searches for HD Radio, which began about 1 year ago.

You'll also notice that the number of news articles written about HD Radio is fairly consistent, with a lone spike appearing around the time that the radio industry launched its massive on-air HD Radio promotion.

When viewed by itself, HD Radio appears to be on the road of public interest. But, let's put the keyword "HD Radio" into perspective by evaluating it against two other radio-related keywords that are also getting play today, "Sirus" and "XM Satellite Radio." I chose the keyword "Sirius" instead of "Sirius Satellite Radio" or "Sirius Radio" because it delivered the most returns for this product while maintaining the same pattern of search volume (see chart). I chose "XM Satellite Radio" for the same reason (see chart).

Here they stand side by side, in a comparison of search volume: HD Radio, Sirius, and XM Satellite Radio.

Relative to satellite radio, HD Radio is just a blip on the consumer's radar screen.

What you may find intriguing (although there's no way to attach any exact meaning to it) are the cities from which most of these searches come - listed by keyword. They are as follows:

Relative to consumers doing online searches for HD Radio (which you'd think represents a fair portion of activity for a product that is mostly found online, only), HD Radio still has room for growth.

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President, Audio Graphics
Ken Dardis
Online Since January 1997

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