As media options become more fragmented, it can be helpful to know where audiences are residing.Knowledge Network conducted a survey this year to document high-definition (HD) TV viewing in the United States. Compared to two years ago, HD TV viewers who watch that format on a daily basis has shown exponential growth.
According to MediaPost, the survey polled people who were between the ages of 13 and 54 and who were HD-enabled. From this group, 43% watch HD programming each day which is a large increase from 26% two years ago.
The study showed that men chose HD programming when accessible over standard definition more than women. Also, men were shown to notice TV commercials more often in the HD format than women.
As media options become more fragmented, it can be helpful to know where audiences are residing. It is also important to allow advertisements to adapt to new media so that it does not stand out in an off-putting manner. For example, a standard TV commercial will stick out negatively if it runs within an HD show.
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