More than three-quarters of advertising leaders now believe that digital video recorders (DVRs) will have a significant effect on the rise of alternative television advertisement methods, says a new report from the American Advertising Federation (AAF).
The AAF study asked 121 advertising executives what effect they thought DVRs would play on the 30-second commercial spot.
As DVRs allow viewers to skip ads, over half of the survey respondents (55%) felt that non-traditional advertisement formats such as product placements will grow, but that the 30-second commercial spot will continue to be the most common form of television advertising.
Just over 20% felt that the growing use of DVRs will lead to a ‘dramatic’ transformation of TV advertising, including the end of the 30-second spot, overall, 76% felt DVRs will lead to some change in the TV advertising market.
The study also revealed that there is a growing respect for online advertising, with the majority of respondents incorporating the internet into the general media mix, the shift shows that online advertising is now considered a traditional marketing medium.
The effect of DVRs on television advertising has been a hotly debated topic recently and at a Merrill Lynch conference held in October, analysts said although penetration is currently low, DVRs are a significant long term threat to television and in the future more advertising will be integrated into content or overlaid on top of programmes (see DVRs Are A Hot Topic During Merrill Lynch Media Conference).
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