Viewer as media decision-maker - Digital video recorders and household media consumption

In-home observations and depth interviews are used to assess the role of the digital video recorder (DVR) in the home and audience behaviour while watching television with a DVR.

Viewer as media decision-maker – Digital video recorders and household media consumption

Sarah M. SmithMissouri State University

Dean M. KrugmanUniversity of Georgia


This paper reports the findings of an in-depth qualitative study of television viewing behaviour in digital video recorder (DVR) households in the US. The study is exploratory in nature and examines the media consumption process in a DVR environment with respect to advertising and programming. The DVR offers capabilities well beyond prior technologies in terms of enabling a customised viewing experience, including the ability to rearrange programme viewing and skip commercials.

About 20% of US...

Not a subscriber?

Schedule your live demo with our team today

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

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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