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.