The number of HD ads airing on TV has increased dramatically, with the number of those spots doubling in the last year and rising by 50% since the start of 2011, according to a new report from digital ad distribution provider Extreme Reach.
Even with the gain, only 20% of the ads sent over the Extreme Reach network to broadcast networks, stations, cable channels and cable systems were in HD.
That low number stands in stark contrast to the fact that Nielsen is now estimating that over two-thirds of all U.S. TV homes have an HD set.
The new report, based on 171,000 SD and HD commercial ad deliveries over the Extreme Reach network between April 1 and June 30, 2011, noted that many local broadcasters were still unable to accept HD ads, though some progress has been made.
At the end of the second quarter of 2010, only 27% of all local TV stations were capable of accepting HD ads; by the end of June 2011, that proportion had reached 44%.
Meanwhile, the number of local cable systems that have upgraded their infrastructure so they can accept HD ads increased from 52% to 63%,