Ad Report: HD Adoption Steady, though Some Sectors Surge

Extreme Reach's Q4 "HD Advertising Trends Report" indicates a marked increase in HD advertising adoption rates in retail and automotive verticals, but a flat adoption rate across the advertising industry as a whole. For the report, Extreme Reach analyzed HD adop...

Extreme Reach's Q4 "HD Advertising Trends Report" indicates a marked increase in HD advertising adoption rates in retail and automotive verticals, but a flat adoption rate across the advertising industry as a whole. For the report, Extreme Reach analyzed HD adoption and distribution data from more than 7,500 TV client brands, production companies and broadcast destinations in the company's TV ad delivery network.

Additional insights from the report include:



  • Average industry adoption remained relatively flat at 13% in Q4.


  • HD adoption by retail and automotive marketers surged (17% and 49% respectively) over Q3 adoption rates, indicating a unique pattern of HD usage by advertisers with branding and promotional campaigns that are both national and local.


  • Most HD advertisers have yet to enhance their commercials with surround sound.


  • For the first time, more than 1/3 of local broadcasters have adopted HD, while it was the networks that experienced an increase in HD ad deliveries.


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