Advertising in high definition may impact consumers more than a traditional feed, but research shows a majority of local stations still are not accepting ads in the more pristine format.
Empower MediaMarketing, a multifaceted Cincinnati-based firm, found that 55% of stations surveyed don't take HD spots.
In April, the firm surveyed 962 local stations, with 241 responding across
37 states and the District of Columbia. Among the 55% that don't air HD ads, the survey also found only 12% of that group "hoped" to begin doing so soon.
Furthermore, among the 108 stations
accepting HD spots, four said they are not then airing them in high def; instead, they are converting them to standard def before running them.
In an era of fragmentation and rise in online
video, broadcast and cable networks are counting on the appeal of HD to continue to hold -- and build viewership -- on the traditional, living-room-dominating screen. Advertisers are also taking
advantage of the HD format nationally.
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The results from the Empower survey are notable for the potential lost marketing opportunity for both local advertisers and struggling stations. SNL Kagan
reported last year that 71% of U.S. homes own an HD set, although that does not mean all of them are actually receiving programming in the format.
Empower, which has worked for clients such as
Red Robin restaurants and Shaw Floors, offers services that include media buying and planning and consulting.
Producing ads in HD is expensive, so with only a minority of local stations accepting
the spots, Michele Dietz, who oversees local broadcasting at Empower, stated that spot advertisers "don't need to be in a huge hurry" to film them. She indicated that Empower will monitor local
stations' progression through a survey next year, as it continues to advise clients on a cost-benefit in the HD arena.
Still, some large markets have multiple stations accepting HD spots, so it
would make sense for marketers with heavy business there to produce the ads, Empower noted.