The 10 Worst Cities For HD Commercials?

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The 10 Worst Cities For HD Commercials?
By Swanni

Washington, D.C. (Nov. 3, 2011) -- What's wrong with local advertisers in Kansas City? St. Louis? Sacramento? And in several other cities where local stations are equipped to handle High-Definition commercials, but local advertisers are still producing them in SD?

Extreme Reach, which studies digital ad delivery, has named the 10 cities in which local advertisers are less likely to produce ads in high-def even if their local stations can broadcast HD commercials.

Kansas City is on top of the list with only about 10 percent of local ads produced in high-def although about 80 percent of local broadcasters there accept ads in HD. St. Louis came next although its numbers were close to Kansas City.

Rounding out the list: Sacramento/Stockton/Modesto; Greenville; Tampa/St. Petersburg; Atlanta; Dallas-Ft. Worth; Columbus, Ohio; Orlando; and Indianapolis.

In a press release, Extreme Reach notes that the usual excuse for not producing ads in high-def is that the advertiser's local stations are not equipped to broadcast commercials in HD. But advertisers in the top 10 listed below are not running HD ads for other reasons. And that's unfortunate for them because surveys have shown that viewers are more likely to remember commercials in HD.,

“Most regional TV advertisers are likely aware of the advantages of advertising in HD, but they may not be apprised of the favorable market conditions and recent advancements that make HD campaigns more cost-effective and as easy to execute as SD,” said CEO of Extreme Reach, John Roland. “This new HD Advertising Report reveals some important trends among regional advertisers and points out opportunities for regional leaders, like auto dealerships and retailers, to gain an edge in their markets and rise to the HD quality of their national counterparts.”

Extreme Reach said local auto dealerships nationwide only deliver about six percent of their ads in high-def.

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Phillip Swann is president and publisher of TVPredictions.com. He has been quoted in dozens of publications and broadcast outlets, including CNN, Fox News, Inside Edition, The New York Times, The Washington Post, The Chicago Tribune, The Financial Times, The Associated Press and The Hollywood Reporter. He can be reached at swann@tvpredictions.com or at 703-505-3064.

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