Yet more information about the changing nature of TV advertising. In addition to this piece, just look at all of the coverage that Oprah and Pontiac have received over the giving away of all of those cars on the first Oprah show earlier this week. It's a brave new world in television advertising!
Some key findings:
Consumers who own digital video recorders (DVRs) like TiVo, spend nearly 60 percent of their time watching recorded or delayed programs, in which they skip 92 percent of ads.
These habits are important because today's DVR users (5 percent of households) will grow to 41 percent within five years, according to Forrester.
DVR owners rated their improved enjoyment of TV at an average 4.4 on a five-point scale. Nearly one in five respondents used the word "love" in response to an open-ended question about how they feel about their DVRs.
While real-time viewing drops by 60 percent for consumers who use DVRs, programs like the evening news and sporting events are among the programs that retain significant real-time viewing.
Survey respondents report watching only 8 percent of commercials in recorded programming. Three out of 10 viewers say they watch no commercials at all.
Forrester Research: Technology research and advice.
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