HD Ads On The Rise, But Lag Behind In HD Media Adoption
Despite the continuing growth of high-definition TV commercials, it lags in HD capability of U.S. TV media.
HD commercials represent 25% of all commercials aired -- this compares to 70% of
U.S. TV media outlets that have adopted HD technology. HD commercials comprised 23% of all TV commercials as of the fourth quarter of 2011.
Still, Extreme says over the last two years there has been a 150% increase in HD commercials.
More than national TV networks, local broadcasters lag in the capability to run HD commercials. Just 53% of local stations can accept TV commercials. This compares with 74% HD adoption for local cable, 73% for network broadcast and 76% for national cable. This still represents an improvement in local stations -- as 10% could take on HD ads two years ago, the the second quarter of 2010.
When looking at specific categories, Extreme says political advertisers/marketers are delivering the best numbers for HD commercials with 51% of all TV ads in HD. Entertainment is now 50%; financial services, 44%; and retail and automotive each are at 26%.
Helping HD along is the use of cloud-based services for distribution. Extreme says TV advertisers can deliver 98.5 of either standard-definition or high-definition commercials.