iBiquity, Ford Team Up To Promote HD Radio

By Joseph Palenchar -- TWICE, 7/15/2010

Columbia, Md. - HD Radio developer iBiquity Digital is teaming up with Ford to launch a 100-market radio-ad campaign to promote the new 2011 Ford Edge and its factory-installed HD Radio option.

The campaign runs concurrently with a radio-ad campaign launched by iBiquity and aftermarket supplier Kenwood to promote HD Radio and Kenwood's KDC-HD545U CD-receiver, which features built-in HD Radio at a suggested $240.

  The midsize crossover vehicle, due in car dealers in the fall, will feature the world's first OEM implementation of iTunes tagging in a factory-installed HD Radio receiver, the companies noted.

  The 11-week campaign, which started July 13, runs through Sept. 26 on more than 600 stations in the top 100 U.S. radio markets. Five 30-second spots will air. In addition, a dedicated web page launched by Ford for the 2011 Edge features an HD Radio section that includes text and video.

 The ads will tout such HD Radio advantages as iTunes tagging, expanded radio content via HD2/HD3 channels and "noticeably better audio quality," iBiquity said.

The ads will air on stations owned by HD Digital Radio Alliance member stations and other stations. The alliance is a joint initiative of major radio broadcasters to accelerate the rollout of HD Radio. Member broadcasters include Beasley Broadcast Group, Bonneville International, Buckley Radio, CBS Radio, Citadel Broadcasting, Clear Channel Radio, Emmis Communications, Entercom, Greater Media and WBEB Philadelphia.

  On the Edge, HD Radio is part of an option package that includes a Sony audio system and Ford's MyFord Touch user-interface system "powered by Sync."

More than 2,000 radio stations in the U.S. are using HD Radio technology to deliver digital broadcasts, with more than 1,150 airing HD2/HD3/HD4 channels.

 In the iBiquity-Kenwood campaign, which runs from July through September, ads are appearing in the top 100 media markets to promote HD Radio's advantages, including iTunes tagging and additional HD2/HD3 digital channels. The ads encourage consumers to visit the Kenwood USA website (www.kenwoodusa.com) and the HD Radio website (www.hdradio.com).

 "This is the first time we have promoted HD Radio in consumer ads, and it marks our first joint promotion with iBiquity," Tony Mercado, Kenwood marketing development manager, told TWICE earlier this month.