Fast Forward to the Future of TV
Nigel Foote
The rise of personal video recorders (PVRs) has generated headlines over recent years, with tales of doom for advertisers as viewers gain control and skip commercials. PVRs are still a relatively niche market (around 900,000 now in the UK, some 4% of all homes) but their impact is considerable, with Starcom's research finding that owners see a third fewer ads.
But PVR owners are more aware of those ads they do see, and if the ads engage them their awareness is further heightened.
What is being advertised is crucial: some product...