NEEDHAM, Mass.–(BUSINESS WIRE)–Regional auto dealerships and retailers are lagging when it comes to regional HD advertising according to the Q3 2011 HD Advertising Trends Report issued by Extreme Reach, a leading provider of HD video advertising services. Local auto dealerships deliver fewer than 6% of their commercials in HD despite national automotive brands being among the top adopters of HDTV advertising. HD advertising across regional retail segments is nearly as sparse. Home furnishings ranks lowest among them for HD adoption. Leading the way in regional HD advertising are insurance and health care companies who have embraced HD to a degree that exceeds the national average.
“This new HD Advertising Report reveals some important trends among regional advertisers and points out opportunities for regional leaders, like auto dealerships and retailers, to gain an edge in their markets and rise to the HD quality of their national counterparts.”
According to the report, 73% of local TV outlets in the top 25 markets accept and air HD advertising. Despite the fact that the costs of HD advertising have come down significantly, media adoption across North American markets is high, and HD campaign execution is much simpler than it used to be, only 12% of TV commercials distributed to local TV media by regional advertisers are delivered in HD.
“Most regional TV advertisers are likely aware of the advantages of advertising in HD, but they may not be apprised of the favorable market conditions and recent advancements that make HD campaigns more cost-effective and as easy to execute as SD,” said CEO of Extreme Reach, John Roland. “This new HD Advertising Report reveals some important trends among regional advertisers and points out opportunities for regional leaders, like auto dealerships and retailers, to gain an edge in their markets and rise to the HD quality of their national counterparts.”
Adoption vs. Distribution
Based on the chart below, regional market opportunities for advertisers exist where HD adoption among broadcasters is high, but HD ad distribution by advertisers is low. Within these markets, a high percentage of local broadcast stations accept and air ads in HD but not many regional advertisers are taking advantage of HD advertising, whereby providing the greatest opportunity to stand out in the market as an HD advertiser.
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. The Extreme Reach HD advertising indices provide the industry’s quarterly metrics for HD adoption: The HD Distribution Index and the HD Media Index. Specific details on the research methodology are available in the report. Visit the HD trends page on the Extreme Reach website for the Q3 report and other HD Advertising Trends Reports from previous quarters.
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 every major broadcast network and 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, Burbank, Seattle, Dallas, Detroit and Louisville, KY.
For more information, visit the Extreme Reach website: extremereach.com.
