How the Digital Video Recorder Changes Traditional Television Advertising
Kenneth C. Wilbur
University of California, San Diego (UCSD) - Rady School of Management
Journal of Advertising, Forthcoming
Marshall School of Business Working Paper No. MKT 03-06
The Digital Video Recorder (DVR) is tilting the playing field in the television industry, empowering viewers at the expense of advertisers and networks. Available evidence suggests that DVR users will fast-forward through ads at the expense of other advertisement avoidance strategies. DVRs may increase commercial avoidance, but will also increase television viewing and facilitate the measurement of commercial avoidance. Advertisers will be able to use ad avoidance data to improve creative strategies, targeting, message rotation and scheduling, media buying, and ROI measurements. The net result will be more relevant, engaging, and efficient advertising, which will reduce viewers' motivation to avoid ads.
Number of Pages in PDF File: 22
Keywords: Advertising, Broadcasting, Digital Video Recorders, Entertainment Marketing, Television
JEL Classification: L82, M37Accepted Paper Series
Date posted: July 19, 2006
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