Washington, D.C. (January 30, 2008) -- Local TV stations last year began airing commercials alerting viewers of next year's Digital TV transition.

Have the commercials been successful?

Well, the National Association of Broadcasters thinks so. The trade group for the local stations has released a study saying that consumer awareness of the digital transition has doubled in one year.

According to an article by TWICE Magazine, the NAB reports that 79 percent of consumers say they have “seen, read or heard something about the Feb. 17, 2009, transition to digital television."

A similar NAB survey conducted in January 2007 found that only 38 percent of people expressed awareness of the transition.

On February 17, 2009, all local broadcasters must switch their analog signals to digital which means viewers will need a Digital TV, a digital converter box or a pay TV subscription to watch television.

The federal government this month began accepting applications for $40 coupons for people to buy Digital TV converter boxes, which are expected to cost from $40-70.

The NAB study said the new study includes viewers who rely on off-air TV antennas to get their signals, the group that's most likely to need the converter boxes. In fact, the NAB says 83 percent of that group say they've heard of the transition.

“This is a big step toward our goal of reaching every American with information about the DTV transition,” said NAB CEO David Rehr. “The first phase of our consumer education campaign has been highly successful, and our next phase will focus on helping consumers learn more about the steps they need to take to receive a digital signal before Feb. 17, 2009.”

The local stations began airing the Public Service Announcements on the Digital TV transition in response to lawmakers who said they weren't doing enough to educate their viewers.


Commentary:
Sorry, I'm not buying this study.

The NAB does not say if consumers know what they need to do to prepare for the transition -- only that they've "seen, read or heard" something about it.

That's meaningless. Ask any group of people if they've "seen, read or heard" about almost anything and they will answer yes. What good is that? The real question is whether they are taking steps to be ready for the transition, which is highly doubtful.

(Plus, studies by more objective sources have shown that consumer awareness of the Digital TV transition may be 50 percent of what the NAB says it is.)

Sorry again, but I am also suspicious that the NAB suddenly produces a study saying that their local stations' PSA announcements have been effective.

In the research industry, you can get a study to say almost anything you want by simply phrasing the questions the right way. Or, by not asking certain questions that might produce an unwanted response.

I suspect that's what happened here.

The NAB wanted to show Congress and the Federal Communications Commission that it was doing its job to educate consumers on the transition.

So, it produced a study saying it had.

Big deal.

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