HD Advertisers Score High With Super Bowl Viewers

INHD Survey Finds Hi-Def Enhanced Enjoyment of Both Game and Advertisements

16-Feb-05

In a first-of-its-kind survey, INHD found that advertisements broadcast in HD during Super Bowl XXXIX were among the most impactful, and rated highly with adults who viewed the game in high-definition. Among the most compelling findings of the survey, which polled a national sample of 500 people who watched the game in HD, are: * The highest rated ad was a high-definition spot - the Ameriquest ad featuring the romantic dinner gone awry after the cat knocks over the sauce. 89% of viewers rated this ad as either a four or five on a five-point scale. Three of the top 10 highest rated ads were shown in high-definition.* Among ads that viewers said improved their opinion of the brand or company, eight of the top 12 were high-definition spots.* 87% of viewers said that watching the game in high-definition increased their enjoyment of watching the commercials. 51% said that it ""greatly increased"" their enjoyment.* Viewers who watched the game in HD had an average of six other people watching with them. 21% watched with 10 or more people.""The results of our survey show that the few high-definition ads that were broadcast during the Super Bowl had a tremendous impact and reached a very substantial segment of the viewing public,"" said Sergei Kuharsky, SVP of Marketing, iN DEMAND Networks. ""We've long professed that advertisers who jump on the HD bandwagon would benefit from the format's ability to impact a very important audience. During the Super Bowl, we saw some of the nation's largest advertisers fall behind a more forward-thinking group that was ready to embrace the inevitable rapid growth of HD.""A recent study by Jupiter Research stated that there are currently close to 14 million HDTV sets installed in U.S. households and that the number will jump to more than 30 million in 2006. For 60% of INHD's respondents, last Sunday was the first time they watched the Super Bowl in HD. While 88% of those who watched the game in HD did so from their own house, almost half were joined by friends and relatives who came over specifically to watch the game in high definition. The vast majority of viewers, 87%, found that watching the Super Bowl in HD increased their enjoyment of the game. This same percentage found that hi-def increased their enjoyment of the advertisements. A previous study by INHD found that:* 83% of HDTV viewers report they can ""tell the difference between commercials that are shown in HD and those that are not""* 69% agree with the statement that ""Advertisers who show commercials in HD are more cutting edge""* 56% of HDTV viewers agree with the statement that ""Advertisers who show commercials in HD are more interested in communicating with their customer.""

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