Best in brief: Tackling TiVo

Douglas West

This 'Best in Brief' item is a synopsis of a paper from McKinsey Quarterly, which looks at the likely impact of TiVo and similar ad-avoiding technologies on TV advertising.

Best In Brief

McKinsey Quarterly: Tackling TiVo

Michael P. Zeisser

Summary: Douglas West University of Westminster

TiVo is a harddrivebased TV recorder that consumers can use to delete TV commercials. TiVolike technologies mean advertisers will need to rethink their on and offline interactions with consumers and work out better ways to reach them. While the product is taking longer to make an impact than many people expected, it has been suggested that up to 50% of households will use TiVo or something similar within five years. What will happen then?

Instead of worrying about this, TV advertisers should take...

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