High-Def Greatly Increased Super Bowl Viewing, Study Finds14 Feb, 2005 By: Erik Gruenwedel
More than 50 percent of first-time viewers of the Super Bowl in high definition (HD) said the TV format substantially enhanced their enjoyment of the football, according to a study conducted by INHD, a provider of HD cable programming.
The nationwide poll of 500 HD viewers found that three of their top 10 favorite ads during the Super Bowl were shot in HD, including the Ameriquest ad featuring a romantic dinner gone awry by a mischievous cat that 89 percent of respondents rated either a four or five on a five-point scale.
The HD format attracted sizable viewing groups, according to the survey, with an average of six people per group watching the game; 21 percent watched with 10 or more people.
“The results of our survey show that the few high-definition ads that were broadcast during the Super Bowl had a tremendous impact and reached a very substantial segment of the viewing public,” said Sergei Kuharsky, SVP of marketing with In Demand Networks.