Advertisements in DVR time: The shelf life of recorded television commercials in drama, reality, and sports programs

Time-shifted television can time-shift advertising. This study explores the frequency and timing of digital video recorder (DVR) advertising views in a sample of 2015–2016 drama, reality, and sports programs.
Kent, Mosley, and Schweidel


  • Owners of digital video recorders (DVRs) commonly zip advertisements, fast-forwarding through them on recorded material.
  • About 70 percent of all advertisements may be zipped in DVR playback.
  • DVR v

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands