UK outdoor and retail media will be the main beneficiaries of a Personal Video Recorder-driven move from TV advertising.

This conclusion, based on the latest research on PVR viewing by WPP Group media specialist MindShare, reveals that some advertisers might be well advised to re-examine their spend.

The survey of 1,000 PVR-owning homes found that 93% of fast food and credit card commercials were fast-forwarded through breaks.

By comparison TV sponsorship was less of a turn-off.

The report forecasts that the sectoral make-up of TV will change and consolidate around a small number of key industries.

"Other industries will increasingly use advertiser-funded content, product placement and sponsorship to get their message across on TV, or switch to other media altogether," the report predicts.

"Outdoor and retail media, being the other two mass media, are likely to benefit from the sector-specific shift away from TV."

Data sourced from: Media Week (UK); additional content by WARC staff