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Among HDTV Viewers, Daily Viewing of HD Programming Increases 65% in Just Two Years

post #1 of 7
Thread Starter 
Among HD Viewers, Daily Viewing of HD Programming Increases 65% in Just Two Years

'How-to,' news, drama shows see HD gains, says new Knowledge Networks report

MENLO PARK, Calif., Oct. 29 /PRNewswire/ -- A new Knowledge Networks recontact
study of persons ages 13 to 54, released as part of How People Use® HDTV 2009,
shows that high-definition TV (HDTV) viewers are now 65% more likely to say
they watch HD programming daily, compared to their viewing habits two years
ago.

In 2009, Knowledge Networks recontacted high definition viewers from
KnowledgePanel® who participated in the same study in 2007; 43% say they now
watch HD programming every day, compared to 26% two years ago - a 65%
increase. These 13 to 54 year olds also say they are now watching "how-to,"
drama and national evening news programs in HD more frequently (see table
below); and, consistent with the 2007 report, about two-thirds (68%) say they
"always make the effort" to watch a show in HD when it is available in SD
(standard definition) and HD at the same time.




Code:
    Recontact Group: Changes in HD Viewing, 2007 vs. 2009

                                                      2007        2009
                                                      ----        ----
    Watch HD programs every day                        26%         43%
    ---------------------------                        --          --
    "Always make effort" to watch HD when
     SD/HD on at same time                             61          68
    -------------------------------------              --          --
    Watch "how-to" shows in HD                         12          26
    --------------------------                         --          --
    Watch drama shows in HD                            32          43
    -----------------------                            --          --
    Watch national evening news shows in HD            22          31
    ---------------------------------------            --          --
    Watch sitcoms in HD                                38          47
    -------------------                                --          --


Also as part of How People Use® HDTV 2009, KN interviewed a representative
sample of 510 people (ages 13 to 54) who have HDTV and HD reception, and found
important differences between males and females in HDTV viewing habits and
preferences. In the survey, conducted earlier this year, males were more
likely to say they

-- check HD channels first when turning on their TV set (48% males vs.
19% females)
-- choose HD over standard definition when a program is available in both
at the same time (58% M, 41% F)
-- usually notice if ads are not in HD (42% M, 20% F)
-- are more likely to pay attention to an ad if it is in HD (36% M, 26% F)



However, the data also show that women are more likely to say that ads in HD programming are "relevant to your needs and interests" (42% females, 31 %males), and they are more inclined to purchase from brands or companies that advertise during HD programs (24% females, 15% males).

"Viewing of high definition programming is becoming more frequent, including
program types - such as how-to and news - we wouldn't have associated with HD
a few years ago," said David Tice, Vice President and Group Account Director,
Knowledge Networks. "This sends a message to advertisers that HD is becoming
the new norm for those with HD access across all program types. An important
learning for companies targeting products to men - who are more likely to seek
out HD programming and to recognize the difference between standard and
high-definition ads - is that creating advertising that is more relevant to
the male audience could make you stand out from the HD crowd."

Methodology
How People Use® HDTV 2009 draws on two surveys from 2009. The first - fielded
to a fresh sample of 510 people ages 13 to 54 - studies the use of HDTV in
homes with an HDTV set and HD service. The second is a recontact survey
(longitudinal study) of persons we interviewed in 2007 for the first edition
of this report, to see how their attitudes and behaviors may have changed in
the past two years. Error ranges are +/- 4% for the fresh sample and +/-8%
for the recontact.

Knowledge Networks specializes in solving complex, high-impact problems,
providing extraordinary quality and service to leaders in business, government
and academia. We work closely with clients to create healthy consumer-brand
connections, effective marketing and advertising, sound public policies, and
accurate social science research. We have established respected practices in
media, marketing, advertising, and government & academic studies. KN excels
in study design, analytics, and custom panel creation; we deliver affordable,
statistically valid online research through KnowledgePanel® - the only
available probability selected, nationally representative Internet panel.

For more information, contact David Stanton (Vice President, Marketing
Communications) at dstanton@knowledgenetworks.com or (908) 497-8040.

SOURCE Knowledge Networks
post #2 of 7
OK, this study is just plain STUPID to me. Of course HD viewing will be up. There are more HD programs available in the marketplace than 2years ago. More stations are offering HD fare than 2 years ago. If this could have been an apples to apples study, meaning just looking at viewers habits because the programming and the equipment was already there, then I could see merit in this. Otherwise, this was a waste of someone's money.

I don't need a study to tell me more people drive hybrids today than 2 years ago either, for the same reasons. More of them are available. More people will get them. SHHEESH.
post #3 of 7
More people watching, as the HD quality declines.
post #4 of 7
WOW! I was watching HD programming daily back in 2001.

And it's only up to 43% in 2009?
post #5 of 7
Quote:
Originally Posted by Rammitinski View Post

More people watching, as the HD quality declines.


Yes. i was amazed how some of my OTA HD recordings from 2001 looked when I watched them recently. Like CSI. The HD looked so much better from our local CBS broadcaster in 2001 than it does now.
post #6 of 7
I have a couple of nature/travelogue shows on a DVR back from when PBS here was still 1080i and only had one 480i subchannel. Almost makes me want to cry when I look at it.
post #7 of 7
Quote:
Originally Posted by foxeng View Post

OK, this study is just plain STUPID to me. Of course HD viewing will be up. There are more HD programs available in the marketplace than 2years ago. More stations are offering HD fare than 2 years ago. If this could have been an apples to apples study, meaning just looking at viewers habits because the programming and the equipment was already there, then I could see merit in this. Otherwise, this was a waste of someone's money.

I don't need a study to tell me more people drive hybrids today than 2 years ago either, for the same reasons. More of them are available. More people will get them. SHHEESH.

Okay but this is the fascinating part:

Quote:


However, the data also show that women are more likely to say that ads in HD programming are "relevant to your needs and interests" (42% females, 31 %males), and they are more inclined to purchase from brands or companies that advertise during HD programs (24% females, 15% males).

Everything else about the study we expect: Men care more about HD, watch more of all genres (even news) in HD, etc. Even that more men notice when ads are NOT in HD and pay more attention to HD ads. BUT the quote suggests women put more importance (conscious and subconsciously) on ads during HD shows. If the networks see this, they might think to finally put all soaps in HD. And more reality in HD. Maybe one day we can convince the people who make The Amazing Race to go HD.
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