Even though more than half of us have HD TVs in our homes, less than 2 in 10 commercials are broadcast in HD.  The “problem” it seems stems from a reluctance of the local stations to accept HD ads – even though their network ‘parents’ acceptance is at 71%.  
A survey by video management/distribution company Extreme Reach shows that with local TV and cable acceptance of HD spots is at 42%.  Production costs and distribution costs appear to be the biggest nemisis to HD spot airings. Many say that even though the produce in HD they distribute in SD (standard definition) so that they don’t have to produce in two different formats.

There is also a market size divide. If we isolate the top 20 markets, 89% of TV network-affiliated stations air HD commercials, with virtually all stations in those markets capable of accepting HD ads. Get outside the top 20 and the numbers drop like a stone.
So what’s a advertiser to do?  Have your buyers survey the stations so that they know which stations (and how many) accept HD.  Then you can make decent production and distribution decisions and preserve precious resources.

The survey was of 160 advertising and marketing executives, evaluating data from 1300 TV outlets and 124,000 SD and HD commercials released in the first quarter of this year.

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