The last time we saw Australian digital TV takeup figures, just under half (47%) of households were digital-TV ready. Three months later, and the magical 50% barrier has been cracked, despite the confusion created by Freeview campaigns.
Awareness levels have also risen in the Q2 Digital Tracker survey, with 92% of Australians now aware of the switchover plans. That said, I’d lay money that relatively few people know that the end of 2013 is the cut-off date, and it still leaves a lot of TVs to be replaced or have a set-top box added. This year has also seen the appearance of extra digital channels from Ten and Nine, though both remain relative blips in ratings terms.