Advertising in the DVR Age
DVRs allow viewers to fast-forward through commercials. With a DVR in 30 percent of U.S. households in the beginning of 2009, its impact can no longer be ignored. Adjusting an advertising strategy to the new DVR reality necessitates a reassessment of all aspects of (TV) advertising and requires a tailored response across all dimensions: spending levels, program selection, day-part selection, creative strategy, frequency, advertising format (commercials, product placement, sponsoring), positioning, and target audience selection. There is no one-size-fits-all approach to adapting an advertising strategy to address this ad-skipping phenomenon.
For more statistics and insider suggestions, read ANA's 101 on Advertising in the DVR Age.
