Discovery: HDTV Ads Sell Better
Channel releases a new study on high-def commercials.
Washington, D.C. (September 18, 2007) -- High-Definition viewers are three times more likely to remember TV commercials produced in high-def.
That's according to a new study from Discovery Communications and the advertising agency Starcom USA, as reported by TV Week.
The companies analyzed viewer reactions to commercials placed on Discovery HD Theater, the high-def channel.
According to their findings, HD viewers not only were more likely to remember commercials produced in HD, their "intent-to-purchase" was 55 percent higher when the ads were in HD compared to when they were in standard-definition.
Discovery and Starcom used 'second-by-second' data gathered by TNS Media Intelligence from Charter cable subscribers in Los Angeles, according to TV Week.
The ad agency, which represents clients such as Best Buy and Miller Brewing, suggested that the data will encourage more companies to produce their commercials in high-def.
"Discovery has fabulous programming that we want to be a part of, but not until we can provide accountability to our clients," Tracey Scheppach, senior vice president at Starcom, told TV Week. "(This) really answers for us how much and how much better."
She added that the high recall and intent-to-purchase numbers for HD ads could also increase rates for HD ads.
Beth Rockwood, senior vice president of market resources for Discovery, said the HD ads do better because high-def viewers are more likely to react to HD content.
"They’ve chosen to spend the money to get the HD set, they’ve chosen to be on those channels. They’re into it," she told TV Week. "As it becomes more normal, it won’t have as big a lift, but I think that’s going to take a while. HD is still pretty special."
In a related finding, Discovery estimated that 600,000 homes watched the Planet Earth documentary series on Discovery HD Theater, increasing its viewership by 19 percent.
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