Following on from its aggressive spring promotion, which included price cuts and a blitz of cinema advertising, the North American HD DVD Promotional Group has announced HD DVD is ahead in the dedicated consumer electronics player market with 60% of all high definition set-top players sold.

At the same time, high definition movie sales for HD DVD reached an all time high for the month of May, exceeding 75,000 movies the last week of May alone.

Overall high definition sales hit a record last week as well, hitting $5.2 million in actual consumer spending, which was 31% higher than the previous record for the two formats.

The Group suggests that this highlights the growing HD DVD player, the consumer appetite for HD content across the board.

With Toshiba cutting the price of its entry level HD DVD player, the HD-A2 to $399, it is now officially the best-selling next-gen DVD player model to date.

These figures only consider stand alone next-gen DVD players and do not take into account sales of Sony's PlayStation 3, the gaming console with a built-in Blu-ray drive, which has seen sales of 1.3 million units in the States.