Research Shows DVRs Have No Effect On Ad Recognition

A new study from the US claims TV viewers using DVRs do not display any significant difference in ad recall or ad recognition when compared with viewers not using the technology.

The research, conducted by Millward Brown, represents good news for the advertising and marketing industries, with Michelle de Montigny, senior vice president at the company stating: “Counter to recent industry concerns, TV advertising is not dead, and DVR owners are not less engaged with TV ad viewing.

“Consumers who own DVRs are more likely to pay attention to television during commercial breaks when viewing live and are less likely to be distracted by other activities that non-DVR owners get involved with.”

The new findings show DVR users viewing 61% of prime-time programmes live, while 39% of viewing was comprised of pre-recorded programmes.

Elsewhere, ad recall and recognition was shown to be uniform across viewers of car, mobile phones, fast food restaurant and movie commercials, with no decrease in any of the four segments. However, in the movie category, Millward Brown reports slightly greater ad recall and ad recognition among DVR owners than was reported by non-owners.

Millward Brown: www.millwardbrown.com