Wednesday, October 24, 2007

Is the DVR the Demise of TV Advertising?

The Leichtman study predicts that the number of U.S. households with DVRs will grow to over sixty million by the end of 2011. Does that mean that drtv advertisers will have a harder time reaching people who can fast-forward through the commercials? Not necessarily.

The study also points out that while eighty-four percent of DVR owners rate the ability to skip commercials as very important, only eight percent of DVR owners say it is the greatest benefit of having a DVR. Additionally, forty-five percent of DVR owners record five or fewer programs per week, again pointing to the preference for live TV.