Nick
02-01-06, 07:11 AM
The Washington Times
The game could be a clunker and the halftime show may disappoint, but this year's Super
Bowl undoubtedly will help to usher high-definition programming into the mainstream.
High-definition television sets, live-action freeze frames and digital video recorders will
make it easier for viewers to skip the commercials, but a guaranteed U.S. audience of
90 million still makes it worthwhile for companies to pay the estimated $2.5 million that
a 30-second spot will cost during Sunday's ABC telecast.
"It's one of the special media events that transcends the game...people tune in wanting
to watch the advertising," said Ed Erhardt, of ESPN and ABC Sports. There's a "social
currency" about Super Bowl Sunday that will be enhanced this year by all the parties
centered on consumers' new HDTVs, he said.
The game has aired in high definition since 2000, but only about a third of last year's
Super Bowl ads were broadcast in HD. This year, more than half of the spots will appear
in HD, which should help create a compelling visual experience for the more than 10 million
U.S. households with at least one HDTV set. More than 4.7 million HDTV sets were sold
in the United States last year alone, according to a New York research firm.
"It will be the biggest high-definition audience in history because it's the Super Bowl and
more people have the sets. It's a big party for high definition," said Phillip Swann, president
of TVpredictions.com...
More at The Washington Times (http://www.washtimes.com/business/20060131-090458-5554r.htm)
The game could be a clunker and the halftime show may disappoint, but this year's Super
Bowl undoubtedly will help to usher high-definition programming into the mainstream.
High-definition television sets, live-action freeze frames and digital video recorders will
make it easier for viewers to skip the commercials, but a guaranteed U.S. audience of
90 million still makes it worthwhile for companies to pay the estimated $2.5 million that
a 30-second spot will cost during Sunday's ABC telecast.
"It's one of the special media events that transcends the game...people tune in wanting
to watch the advertising," said Ed Erhardt, of ESPN and ABC Sports. There's a "social
currency" about Super Bowl Sunday that will be enhanced this year by all the parties
centered on consumers' new HDTVs, he said.
The game has aired in high definition since 2000, but only about a third of last year's
Super Bowl ads were broadcast in HD. This year, more than half of the spots will appear
in HD, which should help create a compelling visual experience for the more than 10 million
U.S. households with at least one HDTV set. More than 4.7 million HDTV sets were sold
in the United States last year alone, according to a New York research firm.
"It will be the biggest high-definition audience in history because it's the Super Bowl and
more people have the sets. It's a big party for high definition," said Phillip Swann, president
of TVpredictions.com...
More at The Washington Times (http://www.washtimes.com/business/20060131-090458-5554r.htm)