Report: HD Daily Viewing Up 65 Percent

MENLO PARK: A survey by Knowledge Networks has found that daily high-definition viewing among HDTV set owners aged 13 to 54 is up by 65 percent in the last two years.

For the How People Use HDTV 2009 report, Knowledge Networks recontacted high definition viewers that participated in the same study in 2007. The study found that 43 percent now watch HD programming every day, compared to 26 percent two years ago. The respondents also said they are now watching "how-to," drama and national evening news programs in HD more frequently. Plus, 68 percent say they "always make the effort" to watch a show in HD when it is available in SD and HD at the same time.

Knowledge Networks also discovered that males were more likely to say they check HD channels first when turning on their TV set (48 percent, versus 19 percent for females), and more likely to choose HD over an SD simulcast (58 percent to 41 percent.) Men were also more likely to notice if ads are not in HD (42 percent to 20 percent). 

"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, the VP and group account director at 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."