TV ads aired in high definition (HD) outperform their standard definition (SD) counterparts in terms of audience retention by 18.4%, according to [pdf] a study released in February 2012 by DG and Kantar Media. Examining 28,270 nationally placed commercial occurrences of watermarked commercials distributed by DG in March 2011, the study found that tuneaway for HD spots was 3.1%, compared to 3.8% for SD spots. In fact, tuneaway was higher for SD spots regardless of length: it was 33% higher for 15-second spots, and 16% higher for 30-second spots. (more…)
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Audience Retention 18% Higher for HD than SD TV Spots
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