When it comes to TV advertising there is, according to advertising executives (advertisers and agencies) that participated in a recent survey from the DVR Research Institute, no greater threat to effectiveness than the advent of digital video recorders (DVRs). The trouble is, each side believes the other...
Nielsen looked at digital video recorder use in local markets and found that the ones with the most playback viewing were those with the least penetration. Nielsen attributes those findings to the early adopter effect. It appears that the people who are most eager to get DVRs use them the most. A list...
Fox’s on-air promotions team has quietly opened a new front in TV’s ongoing war against digital video recorders. With little fanfare, the network in recent weeks has started sprinkling its commercial breaks with what it’s calling “TiVo-busters”—spots designed to be effective even when viewers use a DVR...
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The Business of Television
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Sun, Mar 8 2009
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Filed under: Broadcast, Fox, Advertising, NBC, Print Edition, TiVo, BBC America, DVR, Lie To Me, Joe Early
Google said it has begun including time-shifted viewership data in reports for its Google TV Ads clients. The data is being generated to provide advertisers “with insight into how and when viewers see your ads during DVR playback of recorded content,” the company said. “As with all metrics in your Google...
With both broadcast and cable networks rolling out fresh programs for midseason, a new hurdle is in place for series hoping to make a splash in the overnight ratings that can determine success or failure. Based on research done at the beginning of the fall season, TiVo came up with a surprising finding...
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The Business of Television
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News
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Tue, Jan 6 2009
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Filed under: Broadcast, Advertising, Media Planner, My Own Worst Enemy, Kath & Kim, TiVo, Life on Mars, DVR, The Ex List, Eleventh Hour
As the digital video recorder becomes a more important force affecting television programming and advertising, understanding how consumers use the gadget is becoming a bigger priority for media companies and media buyers. A new piece of research into DVR behavior comes from media agency Starcom USA,...
A recent report from Magna Global notes that young adult viewers time-shift their prime-time viewing much more than older viewers. So far this season, the audience for the average prime-time series viewed live was composed of about 18% adults age 18 to 34 and 20% adults age 65-plus, about the same as...
Finding ways to beat the digital video recorder, or at least slow down viewers’ itchy fast-forward finger, is something of an obsession for networks and advertisers. After all, it’s hard to sell products to viewers who don’t see your commercials. And with the new commercial ratings system in place, advertisers...