Sure, you’ve always known that people with DVRs zap through television commercials. But are DVRs just an annoyance or are they really a factor in the diminishing value of television advertising? Well, according to
Advertising Age (free registration required,)
the number of household with digital video recorders is up to 11.2% compared to 8.6% last year. But increasingly, DVRs are not an add-on product. Rather, more viewers are receiving their DVR from the cable of satellite companies providing their broadcast service. At present, however, ownership is still skewed to wealthier viewers. DVR owners are most likely to have average household incomes over $ 150,000. Of course,
Marketing Blurb notes that even those households with lesser incomes have the volume or off button on their remote to ignore commercials.
Marketing Blurb believes direct response television is the only valid way to achieve measurable value from television advertising.
Photo Credit: Panasonic
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