Despite the continuing growth of high-definition TV commercials, penetration into U.S. TV homes is still far behind. HD commercials represent 25% of all commercials aired. This compares to 70% of U.S. homes that have at least one TV set.
Marketers of all stripes continue to balk at producing hi-def spots; so much so that the digital media-services company DG estimates that only 16% of all TV advertising is aired in HD. Unfortunately, the HD blind spot could be costing advertisers a fortune in squandered impressions — as much as $8.2 billion per year, according to a new study from DG and the research firm Kantar Media.