Research Shows Digital Radio Is The Preferred Choice
Listeners prefer DAB Digital radio to traditional analogue radio, according to research commissioned by regional digital radio consortium MXR.
The survey, which was carried out in the Newcastle area by Hauck Research, shows that DAB digital radio is being well received, with the increased choice of stations and superior sound quality impressing listeners most. Other benefits including the ease of use and the ability to browse through stations by name rather than by frequency also prompted respondents to say that they preferred digital radio broadcasts to traditional analogue ones.
The research produced positive feedback for localised MXR programming, with respondents describing the overall package of services as “appealing and distinctive”. The increase choice of stations was highlighted, with respondents able to find new stations that better catered for their individual tastes.
Favourite stations among respondents included, Heart, The Arrow, Smooth and Jazz FM, all of which received strong listener approval in terms of music choice and listener orientation. MXR’s rolling news service also received praise for its coverage during major news events.
Commenting on the research, MXR’s marketing director, Diane Wray, said: “The findings are nothing but promising, with the feedback confirming that digital radio really does cater for a wide range of tastes and interests.”
Following last year’s successful cut price digital radio set promotion by the DRDB (see Cut Price Digital Radio Promotion Is Success), MXR launched an analogue radio campaign in March to promote in-car digital radio across Heart stations in London and the West Midlands and four regional Galaxy stations (see MXR Launches In Car DAB Promotion).
MXR: www.mxrdigital.co.uk
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