Consumer Awareness of Digital TV Transition Steadily Rising

October 14, 2008

WASHINGTON, DC — Consumer awareness of the nationwide transition to digital television (DTV) is rising steadily, according to a new survey released today by the National Association of Broadcasters (NAB).

The national telephone survey of 4,402 households found 92 percent of American households are aware that broadcast television will switch to all-digital broadcasting. This number is reaching near-universal awareness and is up from 90 percent reported in NAB's May 2008 survey. Every full-power television station in the country must begin broadcasting only in digital by February 17, 2009.

Among households that rely exclusively on free, over-the-air television, 67 percent could state the correct transition date, jumping sharply from 41 percent in May. The poll was conducted September 28-October 5, 2008, by SmithGeiger LLC with a margin of sampling error of +/- 2.4 percent.

"The upward trend in consumer awareness of the DTV transition shows that broadcasters' persistence is paying off," said Jonathan Collegio, NAB vice president for the DTV transition. "Our job now is to help Americans prepare earlier rather than later to ensure no one loses reception."

Half of the broadcast-only households surveyed have already done one or more of the following: purchased a digital TV set or converter box, or applied for a government-issued converter box coupon. Television announcements about the transition continue to drive awareness, with 81 percent of all respondents having seen messages on TV compared to 70 percent in May.

In addition to raising awareness, America's broadcasters have focused their consumer education efforts on urging over-the-air viewers to upgrade their TV sets early to start enjoying the benefits of free DTV-crystal-clear pictures, phenomenal sound and more channels than ever before. "More than 92 percent of TV stations nationwide are already broadcasting in digital, so there's no need to wait until the transition is completed to enjoy the benefits of free digital television," said Collegio.

The transition will impact consumers who use antennas to watch television on analog TV sets. They can upgrade their sets to DTV by either purchasing a low-cost converter box or a digital TV set, or subscribing to a pay service, such as cable or satellite. NAB is leading a massive campaign valued at more than $1 billion to educate and prepare Americans for the transition.