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Early adopters not like regular folk, says survey

June 6th, 2006 · No Comments

Opinion: Pause on This

Is the PVR use killing traditional TV advertising? Alan Wurtzel, president of research and media development for NBC Universal has waded into what is becoming an increasingly heated debate, claiming the influence of  PVRs/DVRs is being vastly overrated.
“Most observers have been focusing on the ratings impact of PVRs,” he says in Mediaweek magazine (click on the link above). “But from our clients’ point of view, all that matters is the effectiveness of commercials, and whether or not they achieve their specific marketing objectives. The data tells us, quite clearly, that there is no significant impact on ad recall and ad recognition among DVR users compared to non-users.”
A study by market research firm Millward Brown for the four main US TV networks, reveals that even amongst PVR owners, over 60 per cent still view programmes live.
It claims that the perception of PVR owners as ad-zappers comes purely from the behavior of early adopters who use new technology in more extreme ways than mainstream consumers.
That may well be the case, but Team zombie not only fast forwards through ads, but  also fast forwards through opening TV credit sequences! Extreme users or just typical Sky+ addicts? You be the judge…

Tags: Broadcasting · Trade

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