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Could DVR be a friend to DRTV marketers?

dpotter | 20 February, 2006 09:32

More than half the television viewers using DVR (digital video recorders) fast-forward through the commercials when playing back the programs, research tells us. That’s probably not a revelation to most marketers, but claiming this is a benefit to DRTV (direct response television) advertisers may be a bit of a shock.

Consider the following. Most of those recording a show are not available to see it live, but they do want to watch it later. Many record their favorite show(s) just in case they are not home or can’t watch the program for some other reason. So, the actual numbers of those not being exposed to commercials is not known. However, it is safe to assume that the overwhelming majority would choose to view most programs in real time if they could – commercials and all.

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