DVR impact is not 30-second shattering

ABC Television and ESPN conducted research to understand the impact of DVR technology on TV viewing behavior.

DVR impact is not 30-second shattering

Rachel Mueller-LustABC Television Network, United States

Artie BulgrinESPN, United States

INTRODUCTION AND METHODOLOGY

The aim of this study is to understand the impacts of DVR technology on television viewing practices from a cultural perspective. It examines how people talk about, think about, value and ultimately, use DVR technology in relationship to their current television viewing practices and attitudes. To this end, this study examines individuals' behaviors and imaginations within the context of the household over the course of a six month period, during which the household was introduced to DVR technology and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands