Advertisers continue to embrace DVR shift

Barker, Andrew
March 2009
Variety;3/30/2009, Vol. 414 Issue 7, pA24
Trade Publication
The article examines how corporate marketers are adjusting to the increased use of digital videotape recorders (DVR) by television viewers. DVRs allow viewers to skip past the advertising presented in the programs they record. After bitter resistance to this practice, marketers have turned to increased use of product placements and simplified advertising content that might allow a viewer to retain the message even if a commercial is fast-forwarded.


Related Articles

  • Your Ad Here... And Here. Malone, Michael // Broadcasting & Cable;5/31/2010, Vol. 140 Issue 22, p10 

    The article reports on the product placements advertisement among television stations in the U.S. It mentions that the trend gives vendors more airtime to advertise their products than spot advertising. It also mentions that it deepens the pool of potential local advertisers. It adds that it...

  • Will Product Placement Get Its Own Dot-Comeuppance? Edwards, Jim // Brandweek;7/25/2005, Vol. 46 Issue 28, p13 

    Focuses on the growth of the product placement sector in the U.S. in 2004. Increase in the number of times a must-seen brand appears in television in the second quarter of 2005; Need for marketers and television networks to determine how many placement per hours viewers are willing to tolerate;...

  • Critical Mass Is Mission Critical. Burg, Mitch // Brandweek;2/22/2010, Vol. 51 Issue 8, p22 

    The author offers opinions on marketing management and advertising media planning. The increasing use of digital video tape recorders (DVR) by television viewers is said to require changes in how television advertising is both purchased and in its content. Research on DVR use is cited in support...

  • How to Restore Qualitative Diligence. Dominiak, Mark // Television Week;10/4/2004, Vol. 23 Issue 40, p25 

    Suggests steps that media planners can take to ensure successful execution of plans for television spots. Advantage of taking better media pricing; Role of media advocates and competitors in the planning process.

  • Turner in Context. Crupi, Anthony // MediaWeek;4/12/2010, Vol. 20 Issue 15, p6 

    The article examines television advertising marketing by the cable television company Turner Entertainment. The company's use of so-called "contextual advertising," which links advertising to product placements in television programs and motion pictures broadcast by Turner cable television...

  • The economic worth of product placement in prime-time television shows. Begy, Genevieve; Talwar, Vishal // International Journal of Market Research;2016, Vol. 58 Issue 2, p253 

    Product placement is fiercely being courted by firms as a consequence of the declining credibility of traditional broadcast advertising and the '30-second spot'. Very little research analysing its economic worth exists outside of the realm of film, however. This paper responds by applying a...

  • Reducing your TV spend is a risky strategy. Hytner, Jim // Marketing (00253650);9/19/2002, p8 

    Comments on the view of marketing director Andrew Harrison on using television as a marketing tool. Risk of reducing television spending; Impact of television on the brain; Success of brands advertised on television.

  • In this year's upfront, it's all about branded entertainment. Hampp, Andrew // Advertising Age;5/26/2008, Vol. 79 Issue 21, p1 

    The article examines the marketing strategies of broadcast and cable television networks during the "upfront" advertising sales presentation for the 2008-2009 prime time television season. The networks are increasingly offering what they call "branded entertainment," giving corporations...

  • The product placement revolution.  // Televisual;Mar2006, p9 

    The article comments about product placement revolution in television broadcasting in Great Britain. The critic was curious that people worry about product placement, citing that products have always been advertised in film and on television. He added that the real issue to worry about is...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics