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.
With the costs of producing HD ads declining and seemingly every spot on the Big Four networks in high definition, the local market continues to lag. Are marketers losing an opportunity? Maybe. Are they entirely to blame? No.