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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.
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.
Source: MediaPost, 06/17/2010 |