SOURCE: Extreme Reach

Extreme Reach

April 20, 2011 10:48 ET

New HD Advertising Report Shows More HD Commercials Than Ever, but Local Markets Still Lag Behind

Identifies and Addresses the Four Obstacles Standing in the Way of Widespread Adoption

NEEDHAM, MA--(Marketwire - Apr 20, 2011) - Extreme Reach today released its Q1 2011 HD Advertising Trends Report, which shows that the percentage of ads delivered in HD to television media has increased significantly from 13 percent to 17 percent in the last quarter. The report, drawing from extensive HD ad distribution data and an Extreme Reach Q1 HD Adoption survey identifies and analyzes the barriers to quicker adoption and provides the most up-to-date and relevant HD information for the advertising industry.

The four hurdles to wider adoption of HD advertising are:

  • The Production Dilemma: More than 35 percent of respondents said formatting and preparing HD commercial masters for distribution during production is a hurdle.
  • The Coverage Gap: 53 percent of respondents said inconsistent HD adoption among TV media is a hurdle to their own adoption of HD advertising.
  • The Distribution Split: Approximately 45 percent of survey respondents stated that complications related to HD ad distribution is a hurdle to HD adoption.
  • The Higher Price of High-Def: 41 percent of survey respondents said the additional costs related to distribution of HD ads (both electronic and tape) presented a significant adoption hurdle. 40 percent of the respondents agreed that the cost of HD distribution is a prohibitive hurdle for some, usually smaller, advertisers.

According to survey respondents, these four hurdles have impeded the overall adoption of HD by advertisers up to this point. However, in spite of any industry hesitation, 91 percent of participants in the survey agreed that HD advertising improves the perception of brands, 76 percent believe HD helps advertisers gain a competitive edge, and 57 percent agreed that HD improves brand recall. Various studies have shown a correlation between HD advertising and greater brand recall, favorability, and audience retention compared to SD ads.

"Several studies have identified major benefits of HD advertising, but the majority of TV advertisers have yet to adopt HD. Our research repeatedly shows a steady increase in HD ad distribution, but this study identifies the four reasons that many advertisers have been slow to jump in. Those reasons are now crystal clear, and each of them is solvable," said John Roland, CEO of Extreme Reach. "The new study also provides some simple suggestions for overcoming those hurdles, so more advertisers and agencies can benefit from HD advertising."

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About the HD Advertising Trends Report
The HD Advertising Trends Report is a quarterly report produced by Extreme Reach, a leading provider of video advertising management and distribution solutions, aimed at providing advertisers and media companies with the most up-to-date and relevant HD advertising insights. Extreme Reach collects data through the everyday advertising activities of clients and affiliates, analyzing data from client brands, agencies and TV media. Specific details on the research methodology are available in the report. Visit the HD Trends page on the Extreme Reach site for previous reports.

About Extreme Reach
Extreme Reach is a leading provider of video advertising management and distribution solutions. The company's unique pure-digital network connects hundreds of advertisers, agencies and post-production houses, with thousands of media destinations across the world's largest digital TV ad distribution network. The Extreme Reach video platform simplifies the management, delivery and tracking of ad campaigns across video media, including: TV, web, outdoor and mobile. The company's headquarters are located in Needham, MA, with offices in New York, Chicago, Los Angeles, Seattle and Louisville, KY.

For more information, visit the Extreme Reach website:

Contact Information

  • Contact information:
    Jennifer Burns
    SHIFT Communications
    (617) 779-1809
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