TV and the PVR July 2010. TV and the PVR Technology which allows viewers to record and playback television has always had the potential to effect television.

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Presentation transcript:

TV and the PVR July 2010

TV and the PVR Technology which allows viewers to record and playback television has always had the potential to effect television advertising The VCR, DVD Recorder and now the PVR enable viewers to fast forward or skip commercials when playing back recorded programming The ease with which the PVR allows viewers to “schedule” their own viewing experience has added to the concern that television commercials are in greater danger than ever, however as with the VCR it is just not the case...

TV and the PVR Commercials may only be fast forwarded or skipped when the viewer is playing back recorded or time delayed programming In Canada almost all weekly viewing is to LIVE programming, a mode of viewing which cannot be skipped or fast forwarded, leaving commercials safe from the dreaded fast forward button On average less than one hour out of the ± 25 hours a week that people watch television is in playback mode While commercials may be fast forwarded in playback, they are still breaking through...

TV and the PVR For the relatively few Canadians who use a PVR to view programs in playback and fast forward commercials, roughly half stop to watch commercials because they are either entertaining or the product advertised is of interest to them The vast majority of those who view programs in playback and fast forward commercials report awareness of the advertisers in the commercials they are fast forwarding In the PVR world, targeting to ensure the appropriate environment for your ad, and appealing/engaging creative is more important than ever

Total Weekly Television Viewing Source: BBM Canada; National PPM data averaged over first 47 weeks of 2009/10 broadcast year; Total Television 2a-2a

Live vs. Playback viewing Viewers can only skip commercials during Playback viewing Source: BBM Canada; National PPM data averaged over first 47 weeks of 2009/10 broadcast year; Total Television 2a-2a

Live vs. Playback viewing Viewers can only skip commercials during Playback viewing Source: BBM Canada; National PPM data averaged over first 47 weeks of 2009/10 broadcast year; Total Television 2a-2a

Stop to watch commercials Q: When you fast forward or skip commercials during playback [using your PVR] do you ever stop to watch commercials that are of interest to you? Source: BBM Analytics July 2010

Stop to watch commercials Q: What was the main reason for stopping to watch the commercial during playback? Source: BBM Analytics July 2010

Aware of commercials Q: When you fast forward or skip commercials [using your PVR] are you ever aware of the advertisers in the commercials you are skipping? Source: BBM Analytics July 2010