Who's still afraid of the DVR?

This paper discusses the relevance of TV advertising in the era of DVRs, including the challenges the channel faces and the ways advertisers can respond.

Who's still afraid of the DVR?

Dede Fitch

In 2006, we launched the Millward Brown Point of View series with "Who's Afraid of the Big Bad DVR?" by Nigel Hollis. In that POV, in the face of considerable concern that DVRs would enable viewers to avoid TV advertising and render it worthless, Nigel suggested that panic was uncalled for. DVRs, he said, would not lead to "the end of TV advertising as we know it."

Five years later, we stand by that Point of View. The impact of DVRs, though not inconsiderable, has not been of the magnitude that was...

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