Why so few high-def ads?
Cory Bergman August 20th, 2006
Only about 10 percent of broadcast network TV ads in primetime are in high definition, so what’s the hold up? “Until Nielsen starts measuring HD viewership, advertisers will be in no rush to run into the space,” says Tim Hanlon, senior VP of ventures for Publicis’ Denuo Group, the media futurist division. “According to the Nielsen measurement system, HDTV users don’t exist. That’s ludicrous.” Over 20 million U.S. homes have HDTV.
8 Comments Add your own
1. Safran | August 20th, 2006 at 6:40 pm
Yes, by all means let us wait to follow Nielsen’s lead on everything.
2. Eric | August 20th, 2006 at 8:00 pm
Someone should run an ad that has really interesting/funny content in the sides of the picture window that are only visible on a widescreen tv.
It should have someting boring in the center and the sidebar content could mock the SD viewers that can’t see the rest of it.
Ad could be for something hi-tech that, for which HD owners would be an attractive demo to target.
3. Safran | August 21st, 2006 at 4:17 am
Eric:
Brilliant.
I seem to recall Cory writing about an episode of “My Name is Earl” where a character appeared with a joke about HD only in the side of the screen where HD viewers could see it.
Makers of HDTVs should be the FIRST to jump on your idea. I think it’s terrific.
4. Rocker | August 21st, 2006 at 6:59 am
Tim Hanlon’s comment really highlights a lot of what is wrong with agency media departments today, in about five words. Brilliant!
5. Alyssa | August 21st, 2006 at 8:45 am
Sad when PBS has HD promos and commercials (well, PBS versions of commercials) and others don’t
6. Steve Safran | August 21st, 2006 at 11:30 am
When have I heard this strategy in TV before?
- It’s out there.
- We know we have to do it.
- We know we will do it.
- We’re going to wait until everyone else does and blow any chance of getting attention or being on the cutting edge.
- We will then blame someone in marketing.
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