TITLE

Advertisers continue to embrace DVR shift

AUTHOR(S)
Barker, Andrew
PUB. DATE
March 2009
SOURCE
Variety;3/30/2009, Vol. 414 Issue 7, pA24
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
37269066

 

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