• November 3, 2011

Regional high-definition advertising by auto dealers and retailers lags. A new report from Needham, Mass.-based Extreme Reach, which is in the HD advertising business, finds that local auto dealers deliver 6% of their commercials in HD, while national automotive brands are the top adopters of the format. Home furnishings ranks lowest among retail advertisers using HD, while insurance and health care companies lead to a degree that exceeds the national average, per the firm. 

While 73% of local TV outlets in the top 25 markets accept and air HD advertising, according to Extreme Reach, 12% of TV commercials distributed to local TV media by regional advertisers are delivered in HD.

The firm says that among retailers, sporting goods is the category doing the most HD advertising at the regional level, with about 90% adoption. After sporting goods are clothing, electronics, hardware, department stores and home furnishings.