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Assessing DVRs' impact on TV ads; Advertisers reallocate budgets, consider alternatives as viewers embrace DVRs.(Advertising)(Association of National Advertisers and Forrester Research)(digital video recorders)
B to B, April, 2006 by Maddox, Kate
Byline: KATE MADDOX
In the age of TiVo and on-demand television, in which users can fast-forward through commercials or skip them entirely, advertisers are rethinking their use of traditional 30-second TV spots.
According to a joint study released by the Association of National Advertisers and Forrester Research, nearly 70% of advertisers said they believe digital video recorders (DVRs) and video-on-demand (VOD) will reduce or destroy the effectiveness of traditional 30-second commercials.
Also, 78% of advertisers said television advertising has become less effective over the past two years.
"The TV industry is in the throes of change,'' said Bob Liodice, president-CEO of the ANA.
The report, based on a survey of 133...
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