A report on the success of digital radio so far will be released by Commercial Radio Australia early next year. It will track who is listening to the new technology, how many digital radios have been sold and the overall awareness of digital radio.

The industry report will provide a comprehensive market snapshot of digital radio and will include top line digital radio listening figures from Nielsen Radio Ratings, consumer research from Nielsen Panorama and Hoop Group, digital radio sales data from GfK and consumer survey information sourced from tracking studies on Commercial Radio Australia’s digitalradioplus website and facebook page.

Commercial Radio Australia CEO Joan Warner has told radioinfo that speculation on the sales figures of digital radios has been widespread since the switch on, but sales figures tell just one part of the story.

“The industry initiated tracking of digital radio sales around the time of the initial low power switch on phase and of digital radio listening via the Nielsen audience measurement surveys since services began on air. We are now commissioning further research to better understand what listeners might want from digital radio.

“All of this valuable information from a variety of sources will be compiled into the digital radio industry report and released early in the New Year. The post Christmas data will give us a real feel for trending in sales as it’s obviously one of the biggest retail cycles of the year.”

An extensive consumer study will begin in the coming weeks with the aim to measure awareness of the digital radio offering, perceptions of and awareness of the new Digital Radio Plus brand, levels of intent to purchase, feedback from digital radio users on receiver features and even programming. The study will also explore the consumer retail experience when purchasing a new radio to see if it has improved since radioinfo’s early mystery shopper story in the first few weeks of retail sales.

At the recent CRA conference, broadcast engineering specialists Steve Adler and Richard Morris outlined the latest digital radio coverage in each city.

Melbourne was considered to have the worst coverage because the transmitter has to co-site with television towers which are 36 kms from the CBD. Melbourne transmissions must also protect cities to the south (Geelong), the north (Albury) and other adjacent areas, which is proving a difficult balancing act due to Victoria’s flat regional topography but the need to push higher power into the CBD. Adler described the difficulties there as “interesting,” but was confident that they could eventually be overcome. radioinfo has heard credible reports of a 40% return rate to one retail chain in Melbourne because listeners either do not know how to work the radios or coverage is too weak in their suburb.

Since the launch of digital radio in Melbourne, all the ABC Digital Radio services have been running on low power while work was being done on the antenna. As of this week they are now on full power.

Most other cities do not have the same problems as Melbourne.

Perth is a relatively flat area and the transmitter is high on an escarpment, so coverage in most areas is solid.

Sydney has some “difficulties” behind the hills to the west of the city due to the location of transmitters in Artarmon, but the CBD and most suburbs are reporting good reception now that the transmissions are on full power. Infill transmitters are planned for Sydney, but interference tests still need to be completed before they can be put into service.

Brisbane has a “major issue to the north” of the city because the transmission site on Mt Cooper requires a sharp null to the north, in order to protect ABC TV on the Sunshine Coast from interference.

Adelaide transmission is “spectacular” according to the report given at the conference. Transmission towers located on a high mountain almost in the centre of the CBD means that it is the perfect location for covering almost all of the mandated licence area.

Given that digital radio in Australia is still only a few months old, transmission problems are much less than anticipated. As long as broadcasters keep working on improvements, it is likely that the report to be released next year will pass favourable judgement on the success of digital radio in Australia so far.