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As continuing support of National Public Radio’s Tomorrow Radio project, this paper presents results from a consumer study conducted with iBiquity’s HD Radio codec. Forty participants judged the quality of the HD codec (HDC) at various bit rates, ranging from 16 kbps to 96 kbps. A range of musical and speech genres were tested. This study provides in-depth information intended to help broadcasters select optimal bit rates when HD Radio’s 96 kbps data stream is shared between primary and supplemental channels.