Q3 Studies have shown that most Americans now have at least one high definition television (HDTV)* and that they're partial to the HD viewing experience. Other studies have concluded that brand recall is significantly greater when the commercials are High Definition.** HDTV was first introduced 1998, but after twelve years of North American HDTV, most television advertisers and broadcasters haven't yet made the move to HD. Our research confirms that HD adoption by both advertisers and broadcasters continues to increase steadily. Distribution of HD commercials increased from 10% to 14% in the third quarter. However, a closer look at various broadcast segments and advertising verticals reveals that national advertisers have adopted HD at more than twice the rate of local advertisers. HD adoption by national networks is outpacing local TV stations and cable systems at a similar rate. The purpose of this report is to provide Extreme Reach clients and affiliates with specific HD adoption details, benchmarks, and insights that may help to inform their advertising practices.