Consumer Video Technologies Research Service
Digital Media Research Service
Multi-Channel Video Research Service
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what's next in connectivity | |
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Monday - May 12, 2008
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Future Consumers: Ad-Skippers or Ad-Savers?
2008-05-02
A recent article from Ad Age (“About 20% of Brands Experience Lower Sales in Ad-Skipping Households”) reported that a long-term survey found some commercials have less impact in homes with DVRs. In the Internet age, commercials lack their previous impact, so we should not be surprised to learn that food brands primarily suffered the loss. DVR technology struck at least two nerves in the industry. DVR technology enables consumers to copy programs easily and allows them to skip through commercials, the very life-blood of the TV industry. With the integration of broadband connectivity, the whole framework of traditional TV advertising is changing. Time-shifted programming is here to stay and advertisers and operators should begin to think more about ad savers instead of ad skippers.
| Author: | Steve Wilson | Principal Analyst, Consumer Video Technologies |
2008-05-02
A recent article from Ad Age (“About 20% of Brands Experience Lower Sales in Ad-Skipping Households”) reported that a long-term survey found some commercials have less impact in homes with DVRs. In the Internet age, commercials lack their previous impact, so we should not be surprised to learn that food brands primarily suffered the loss. DVR technology struck at least two nerves in the industry. DVR technology enables consumers to copy programs easily and allows them to skip through commercials, the very life-blood of the TV industry. With the integration of broadband connectivity, the whole framework of traditional TV advertising is changing. Time-shifted programming is here to stay and advertisers and operators should begin to think more about ad savers instead of ad skippers.