Has the rise of the DVR ad-skipping changed what products we buy?

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Watching a television show from a digital video recorder (DVR) gives viewers a chance to skip commercials, but new research finds that owning a DVR does not influence the demand for advertised products despite its ad-skipping feature.

In fact, only a small percentage of ads were fast-forwarded by DVR users who participated in the study, and even that did not have an adverse effect on sales.

And:

“Contrary to conventional wisdom, DVRs may not present a threat to network advertising,” the authors said.

And:

A potential explanation for the lack of a DVR effect is that households do not watch most of the shows they record. Even if ad skipping rates are reportedly very high, a relatively low rate of watching recorded shows means that there is effectively only a small reduction in exposure to ads, perhaps too small to make a difference in households’ shopping behavior. Indeed, the authors found that only five percent of the shows that households watched were viewed after they were recorded.

And:

Another possible explanation for the lack of a TiVo effect, the authors say, is that television advertising may not have a discernible impact on sales in the first place.

Source: Eurekalert

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