June 16, 2009
How Leading Advertising Executives Are Responding to DVR Viewership
The current economic environment requires that every marketing dollar be justified. In the meantime, DVR usage and the number of skipped ads are steadily increasing. About 32 percent of TV households have a DVR and skip ads. In a recent survey, 80 percent of ad executives believed DVRs require changes in their (TV) advertising strategy; yet, over 70 percent of ad executives believe they do not have the relevant information to make these changes.
Many advertisers are still seeking answers to questions such as:
- What do DVRs do to the effectiveness of my TV advertising?
- How do I adapt my TV advertising strategy for DVR viewership?
The 101 written by the DVR Research Institute is based on responses from 200 top U.S. advertising executives to a survey on how they are reacting to DVR viewership—now and in the future. The study shows that through some simple changes to their strategy, advertisers can ensure that valuable ad dollars are not being lost through fast-forwarding.
What are these simple, strategic changes? Find out in the Advertising in the DVR Age 101.
