Advertising Industry
Industry: Email Alert RSS FeedThe good news about PVRs: It's 'tough love' for marketers.(Viewpoint)(personal video recorders)
Advertising Age, October, 2003 by Rothenberg, Randall
Byline: Randall Rothenberg
All the sturm und drang around personal video recorders should come as no surprise to readers of this column, who were warned more than three years ago that PVRs meant "treacherous times ahead for programmers and the marketers that depend on them.'' But let's parse the warning a little more carefully. In fact, TiVo and other PVRs are a boon to marketers. It's only the broadcast networks that are in trouble.
The good news: PVRs allow viewers to skip TV commercials. You read that right. It's good news. Marketers have needed some form of tough love to wean them from "spot-centric'' marketing-a reflexively easy strategy for companies to follow, but one premised on waste, appropriate perhaps when markets are immature and growing...
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