Skipping TV | Clipmarks


	Skipping TV

Lacey Rose

3-24-2008 12:24 PM

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Lacey Rose says:

Long awaited research from Information Resources Inc displays the much-debated effects of DVR. The reality: the ad-skipping technology doesn't wreak the kind of havoc many feared it would.

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/4c7a3370-061a-49aa-99f1-c76ca6304378/E4AE35CC-EEAB-464C-B78B-03BA16A98033/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://adage.com/mediaworks/article?article_id=125890" href="http://adage.com/mediaworks/article?article_id=125890" style="font-size: 11px;">adage.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://adage.com/mediaworks/article?article_id=125890">Some brands actually saw slight sales increases among DVR households, which, while not large enough to be statistically significant, at least suggest ad-skipping and widespread DVR penetration won't hurt all brands.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://adage.com/mediaworks/article?article_id=125890"><DIV>
The data also suggests that even modest diversification of media plans away from TV can minimize or eliminate the impact of ad-skipping. Brands that spent 20% or more of their media budgets outside TV had no significantly lower volume in TiVo households than non-DVR households.
</DIV></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://adage.com/mediaworks/article?article_id=125890"><DIV>
As seen in other research, TiVo households did watch more TV shows than non-DVR households. But that still wasn't enough to eliminate the negative impact on sales from ad skipping.
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Time shifting isn't necessarily a bad thing for programs, Mr. Juenger noted, because it can mean people are engaged enough to watch later.</DIV></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/E4AE35CC-EEAB-464C-B78B-03BA16A98033/blog/" title="blog or email this clip"><img src="http://content8.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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