New Poll Finds 8 of 10 Broadcast-Only Households Have Taken Steps to Prepare for Digital TV Switch
February 5, 2009
WASHINGTON, DC — According to a new poll released today by the National Association of Broadcasters (NAB), more than eight out of 10 American households that will be most impacted by the impending switchover to digital television (DTV) have taken action to ready their homes.
A national telephone survey of 2,650 households conducted January 2-6 found that 82 percent of over-the-air television households have taken steps to prepare for the transition by learning more about their options in getting DTV, applying for a converter box coupon or completing their upgrade to DTV.
Among over-the-air households who are currently receiving digital signals, 76 percent reported an improvement in the quality of their television reception.
Awareness of the DTV transition nationally remains sky high with 97 percent of all households either aware that TV is switching to digital, knowledgeable that the transition will impact over-the-air signals or able to previously identify the correct transition date. The margin of sampling error is +/- 2 percent.
"These findings make clear that there is universal awareness of the DTV transition, with most Americans having gotten the message, understanding what they need to do and taking steps to ensure their homes are ready," Seth Geiger, president of SmithGeiger LLC, which conducted the poll.
NAB commissioned the survey as part of its massive DTV education campaign valued at more than $1 billion to ensure that no consumer loses access to free broadcast television due to a lack of information about the transition. "We are pleased to see that broadcasters' wide-reaching education efforts have penetrated beyond general awareness and compelled Americans to act," said Jonathan Collegio, NAB vice president for the DTV transition.
Federal law requires all full-power television stations to switch to all-digital broadcasting by June 12, 2009. Consumers who receive free over-the-air signals on analog TV sets must upgrade to DTV with a converter box, digital TV set or pay TV subscription.
