DVRs killing the reach of TV ads (Duh)
We all new it, but Magna Global (which sounds like a fake corporation - but isn’t) has published a Nielsen survey on people’s use of Digital Video Recorders (Tivo). Apparently , the longer people have them, the more likely they are to use them to skip commercials.
I am as shocked as you are.
Well, I am at least happy that there is some published survey data on the subject. As I tell my clients all the time, the best part about working online is that we can measure EVERYTHING. The scariest effect of DVRs, accourding to Nielsen, is that:
“DVRs only become a major threat to advertisers if we can’t measure how people are using them. As long as we know who is watching what, when, for how long, and what is being fast-forwarded and how often, the industry will adapt to new benchmarks and new viewing patterns as it always has,” he asserted.
Bring on the increased product placement.