How the Digital Video Recorder Changes Traditional Television Advertising

22 Pages Posted: 19 Jul 2006  

Kenneth C. Wilbur

University of California, San Diego (UCSD) - Rady School of Management

Abstract

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.

Keywords: Advertising, Broadcasting, Digital Video Recorders, Entertainment Marketing, Television

JEL Classification: L82, M37

Suggested Citation

Wilbur, Kenneth C., How the Digital Video Recorder Changes Traditional Television Advertising. Journal of Advertising, Forthcoming; Marshall School of Business Working Paper No. MKT 03-06. Available at SSRN: https://ssrn.com/abstract=918088

Kenneth C. Wilbur (Contact Author)

University of California, San Diego (UCSD) - Rady School of Management ( email )

9500 Gilman Drive
Rady School of Management
La Jolla, CA 92093
United States

HOME PAGE: http://kennethcwilbur.com

Paper statistics

Downloads
889
Rank
20,089
Abstract Views
4,804