From today's TRI Newsletter: Mark Kassof says there is “a continued knowledge gap” out in the listening public, and an awareness gap. In 2008, 67% of 18-64s had “heard of” HD Radio, at a time when HD Radio Alliance members were pounding their promotional spots. Today that figure is 54%, down 13 points from 2008. Mark Kassof says “included in that 54% is 16% who have only heard of HD Radio, and don’t know anything about it.” That percentage is “essentially equal to the 14% we found in 2008.” 8% say that HD Radio “delivers more channels and choices”, and that’s identical to 2008. Another 6% think HD Radio is satellite radio, roughly the same as 2008. Kassof finds that “the #1 image of HD Radio is that it delivers better audio quality. 20% express that view, essentially flat from 2008. But for many, better sound quality is not something they actually know about HD Radio." It’s something they infer from HDTV. The updated telephone survey of 670 people in the U.S. between the ages of 18 and 64 was conducted from January 4-8. The margin of error is plus/minus 4%. Mark Kassof & Company says “the results show a decline in awareness and zero progress in listeners’ understanding of HD Radio. The industry still has much work to do, promoting HD Radio and selling its benefits.” To subscribe to the daily TRI Newsletter about radio, or other Radio-Info.com newsletters at no charge, sign up here. The New York Board of Radio-Info.com has picked up the topic of HD Radio, here.