Four out of five marketing executives who participated in a recent study by the U.S.-based DVR Research Institute believe the increased adoption of DVRs will negatively impact the effectiveness of TV advertising in the course of the next three years. That assertion was echoed by ad agency executives. Per the study, 77% of agency higher-ups said that DVR usage will prove to be the greatest challenge to the current ad model. According to the study’s authors, the impact of DVR technology is not identical across all programming genres and day parts. As an example, the organization estimates that anywhere from one-quarter to one-third of ads will be skipped by 2012 in prime-time drama series.”
Source: MediaWeek