Networks Move To Reassure Advertisers On DVRs
from the hold-my-hand dept
Representatives of the six major broadcast TV networks are holding a joint press conference today to reassure advertisers that DVRs aren't destroying the TV commercial. While DVRs let viewers easily fast-forward through ads, studies about them have generated some good bits of news for ad agencies, not the least of which is that people with the devices watch more TV than people without them. DVR users also tend to pay close attention to what's onscreen while they fast-forward (so they know when to stop), and they don't necessarily skip every ad. People will watch ads that are interesting or relevant skipping over the bad commercials. As the television landscape changes, advertisers will have to adapt their offerings accordingly, perhaps by sponsoring video-on-demand showings, or changing the ads themselves to be better suited to DVR playback. The idea that viewers will sit and soak up any ad that's put in front of their face is outmoded, and the onus is on ad agencies to come up with commercials that people want to watch. So maybe the resistance to the DVR from advertisers is misplaced resistance to hearing that they need to do better work.