PVRs Could Transform Media Planning Process
The increasing uptake of personal video recorders, such as Sky Plus and TiVo, will transform the media planning and buying process by 2006, according to new research uncovered by NewsLine.
A study into the effect of PVRs carried out by PHD suggests that the ability to skip through commercial breaks will fundamentally challenge the currency of television trading. It could also threaten the income of channels dependent on advertising revenue.
The research shows that certain programmes are much more likely to be recorded by PVR users than others. Soap operas and major drama series are the most commonly captured programmes, whereas sport, daytime television and reality-TV shows are more likely to be watched in real time.
Industry experts suggest this could cause a fundamental change in the media planning process with the premium for agencies shifting to programmes that are usually watched live. The value of shows that are more likely to be recorded would also become questionable given that viewers are far more likely to skip through the ad breaks.
Commenting on the findings, Justin Gibbons, director of strategic services at PHD, said: “The classic centre break in Coronation Street just won’t be justifiable anymore. It will become a recorded programme and the commercial breaks will therefore be fast forwarded.”
He added: “Advertisers and media agencies like guarantees and this research provides another reason for them to be nervous that their television spot isn’t delivering the way it’s supposed to.”
It is predicted that the increasing uptake of PVRs will lead to a shift away from conventional airtime spots, with new commercial opportunities arising in sponsorship, advertiser funded programming and a different style of commercial messaging.
Broadcasters are understandably sceptical of these claims and suggest that PVRs are having far less impact on viewing habits than was once predicted. ITV’s marketing and commercial director, Jim Hytner, said: “The proposition that the audience will prefer to record every single show and watch it later, rather then watch it when the fat controllers present it to them, is pure bollocks”.
PHD: 020 7446 0555 www.phd.co.uk
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