»
According to early results from a new British study that observed users of digital video recorders (DVRs), TV viewers time-shift far less than they say they do and when they do skip through ads, they will often stop to watch appealing commercials, Media Life reports.
“The research suggests that the impact of DVRs on viewing of commercials may not be as extreme as some had previously thought,” said Mark Bunting, strategy manager at the British TV regulator Ofcom - which collaborated on the project with research group ACB, the London Business School, Initiative Media, and British broadcasters Channel 4, ITV and Five TV.
The research found that although most commercials in time-shifted viewing get fast-forwarded, viewers still watch them. “It is acting like a filter,” said Sue Moseley, managing director for Futures at Initiative, of the DVR. “People chop out irrelevancy.”
In order to produce effective ads for broadcast TV, media experts agreed that marketers should adapt to the changing viewing habits of DVR user by creating ads that would appeal to time-slippers, enticing viewers to slow down to watch the commercial.
By the end of 2008, revenue growth in the radio industry is expected to have fallen 7%, the second year of negative growth for the medium, according to estimates in a report from from BIA Advisory Services, writes MarketingCharts.
BIA estimates that…
Next in the long list of companies cutting jobs comes Tribune Co., which is slicing positions at The Chicago Tribune.
About 12 employees at the Trib were given the rest of the week to clean out their desks; more cuts…
Target is one of the first brands to create an iPhone application. The Target “gift globe” allows iPhone users to shake their phones to launch a snow-fall effect.
When the snow clears, a gift idea from Target is revealed. Users…
NBCU is launching its latest round of layoffs, with up to 500 jobs, or 3% of its work force, expected to be cut.
NBC News bureaus in Dallas and Los Angeles will be affected, writes TV Newser. L.A. correspondent John Larson,…
A Specific Media study finds the presence of display advertising significantly affects click-through and search style across both paid and organic searches.
In the “travel and tourism” category, display advertising engendered a 274% lift on both paid and organic search.…
Today’s Wall Street Journal is running a cover wrap for Dell. The ad covers a third of the front page and all of the back.
Though the New York Post and the Daily News commonly use cover wraps, the move…
