INHD states that for a long time it has advocated the fact that advertisers who jump on the HD bandwagon would benefit from the format's ability to impact a very important audience. During the Super Bowl, we saw some of the nation's largest advertisers fall behind a more forward-thinking group that was ready to embrace the inevitable rapid growth of HD.

A recent study by Jupiter Research stated that there are currently close to 14 million HDTV sets installed in US households and that the number will jump to more than 30 million in 2006. For 60 per cent of INHD's respondents, this was the first time that they had watched the Super Bowl in HD.

In an earlier study INHD had found that 83 per cent of HDTV viewers could tell the difference between commercials that are shown in HD and those that are not. INHD is owned and operated by In Demand Networks.