Time-shifting technology threatens commercials

Time-shifting technologies are increasingly popular, none more so than DVRs. One in four U.S. families uses a DVR to time-shift shows, so what effect does this have on the amount of attention paid to commercials?

by Helen Leggatt

double%20click%20logo.gif The behaviour of 500 viewers was monitored by Google’s DoubleClick Performics unit to see how much attention was paid to commercials watched online and via DVRs.

Only 35% of DVR viewers paid attention to commercials, found the survey. Even fewer, 9% of viewers, paid attention to ads shown during online video shows. It appears they simply wait for the non-skippable online ads to end, without engaging with them.

With a 60% rise in recording viewing this season, marketers are looking ahead to determine the shape of advertising in the future.

"We're trying to get into the consumer's mind and figure out what the future is going to look like," said Stuart Larkins, svp of search at DoubleClick Performics. "The Holy Grail of all advertising is what the true media mix is and how it's going to change tomorrow."