New Poll Finds Awareness of Digital TV Switch Leading to Action

July 10, 2008

WASHINGTON, DC — With awareness of the upcoming transition to digital television (DTV) at near-universal levels among Americans, many households have begun exploring concrete steps to help them make the switch.

According to a new survey released today by the National Association of Broadcasters (NAB), 64 percent of U.S. households that rely exclusively on free, over-the-air television have already taken some type of action to prepare for the February 17, 2009 switch to all-digital broadcasting.

Those actions include either learning about or applying for a $40 TV converter box coupon provided by the federal government, as well as shopping for a DTV converter box.

The DTV transition will require broadcast-only households, meaning homes that use antennas to watch TV on analog sets and don't subscribe to a pay TV service, to upgrade their sets to enjoy DTV. In the poll, 5,535 broadcast-only homes were interviewed.

"The initial phase of the DTV education campaign is clearly making an impact in creating awareness," said Seth Geiger, president of Smith-Geiger LLC, which conducted the poll between March 29 and May 13, 2008. "The campaign has spurred the most impacted consumers to start taking action, so they can continue to receive television signals after the transition without interruption."

When broadcast-only homes were asked how they would most likely upgrade to DTV, 35 percent said they would buy a converter box using the government coupon. Forty-five percent stated they would buy a TV set with a digital tuner.

By law, all full-power television stations must begin broadcasting only in digital on February 17, 2009, and over-the-air viewers will need to take necessary steps to receive a digital signal. They may either purchase a DTV converter box or digital TV set, or subscribe to cable or other pay TV service to begin viewing digital television now.