Do PVR households watch less advertising than non-PVR households?

Andrew Green

The paper discusses the evidence that suggests that viewers in PVR homes watch less advertising than those without the devices.

Do PVR households watch less advertising than non-PVR households?

Andrew GreenZenithOptimedia

BACKGROUND

Research company IMS estimated that, by the end of 2005, more than 2.6 million households across Europe used a Personal Video Recorder (PVR), a device allowing them to record television programmes digitally instead of onto tape. They expect this figure to rise as high as 41 million by 2010.1

In the UK almost 1.5 million households possessed a PVR by the middle of 2006 (6% of the total) while the US equivalent was 15.2 million households – almost 14% of the total.

THE ISSUE

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