SOURCE: Extreme Reach

Extreme Reach

October 20, 2010 14:01 ET

Report Reveals Slow HDTV Adoption Offers Competitive Opportunities for Advertisers and Broadcasters

The Extreme Reach Quarterly HD Advertising Trends Report Details Comprehensive HDTV Adoption Statistics

NEEDHAM, MA--(Marketwire - October 20, 2010) - To help inform those advertisers and marketers seeking new ways to differentiate them in an increasingly competitive market, Extreme Reach today released its first quarterly HD Advertising Trends Report. This report reveals many surprising statistics about HD adoption and distribution rates that Extreme Reach can uniquely provide as the world's broadest-reaching TV ad delivery network. For example, the report shows that despite widespread consumer adoption of HD televisions, HD advertising among local advertisers and broadcasters lags behind national advertisers and broadcasters by nearly 50 percent. A free copy of the report, which draws from 6,000 advertisers and broadcast media properties, can be downloaded at www.ExtremeReach.com.

Additional insights include:

  • The discrepancy between TV commercials created in HD versus those ultimately broadcast in HD
  • HD adoption rates by verticals, highlighting financial services and entertainment among strong adopters
  • Opportunities for local advertisers to stand out in their markets due to fewer local broadcasters offering HD
  • How broadcasters can get more from their HD broadcast efforts by conveying the benefits and reducing hurdles and complexities for local advertisers

"Ultimately this report reveals that television stations and advertisers are missing a major opportunity for their campaigns. Studies show brand recall is significantly greater when commercials are viewed in HD, yet most television advertisers and broadcasters, especially at the local level, haven't made the move yet," says John Roland, CEO of Extreme Reach. "Extreme Reach is in a unique position to access proprietary data regarding HD usage, and make it available to broadcasters and advertisers to inform more effective advertising practices."

Creation of HD Advertising Outpacing Broadcasting of HD Advertising

According to the report, advertisers have created and distributed HD commercials in greater numbers each quarter. However, while 24 percent of the commercials in the Extreme Reach platform are HD, only 14 percent of commercial deliveries to broadcasters are HD. This discrepancy indicates that advertisers are investing in the production of HD creative, but they're not getting it in front of significant television audiences.

According to Extreme Reach client Brian Donahue, partner, CRAFT Media/Digital, a political marketing firm, "We always create our content in HD but not all stations can accept HD. Actually, the majority do not."

Report Methodology

Extreme Reach operates the largest electronic distribution network for both SD and HD television advertising. For this report, Extreme Reach analyzed client data from 950 television advertisers across 15 verticals, 244 video production studios and content providers, and nearly every commercial television and cable media outlet in the United States and Canada. The analysis draws from a sample of 91,000 SD and HD commercial deliveries completed over the three-month period between July 1 and September 30, 2010. Areas of analysis include HD adoption, creation, distribution and format.

For more information about Extreme Reach or to download a free copy of the HD Advertising Trends Report, visit: www.ExtremeReach.com

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

Contact Information

  • Contact information:
    Rebecca Passo
    SHIFT Communications
    (617) 779-1817
    Email Contact