The march of personal video recorders is quickening its pace in Europe, according to latest figures from media researchers.

Ownership of PVRs will rise dramatically by 2010, says Informa Media Group, which expects around 30.7 million homes in Europe to have digital video recording capacity by the end of the decade, a far cry from the relative handful of homes (825,000) that have PVRs at the moment.

The figure for global ownership of PVRs is expected to top 119.9 million homes by 2010.

The technology has far reaching implications for marketers and advertisers as viewers can choose to skip commercials. Marketers are having to contemplate the end of the traditional 30-second ad spot and consider interactive advertising and enhanced product placement.

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