Super Bowl viewers say HD ads improve opinion of brand, company

February 16, 2005

A study from INHD has found commercials broadcast in HD during Super Bowl XXXIX had the greatest impact on viewers and rated high with adults who viewed the game in high-definition.

A poll of 500 viewers who watched the game in HD found:

  • The highest rated ad was a high-definition spot - the Ameriquest ad featuring the romantic dinner gone awry. Eighty-nine percent of viewers rated this ad as either a four or five on a five-point scale.
  • Three of the 10 highest rated ads were shown in high-definition.
  • Eight of the top 12 ads viewers said improved their opinion of the brand or company were in high definition.
  • Eighty-seven percent said that watching the game in high-definition increased their enjoyment of watching the commercials.
  • Fifty-one percent said watching in HD "greatly increased" their enjoyment.
  • For 60 percent of respondents, this year’s game was the first Super Bowl they had watched in HD.

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