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Advertising in the DVR Age - The Strategic Response of Advertising Executives to DVR Viewership

Published by: DVR Research Institute

Published: May. 31, 2009 - 105 Pages


Table of Contents


EXECUTIVE SUMMARY

INTRODUCTION

1. Why this Report?

2. Survey and Profile of Respondents

3. Organization of This Report

CHAPTER 1

HOW DO ADVERTISING EXECUTIVES ASSESS THE IMPACT DVRs HAVE ON TV AND AD WATCHING?

1. What Information Exists on DVRs and Are Advertising Executives Confident They Have the Right Information on DVRs?

2. What Do Advertising Executives Think About Current and Future DVR Penetration?

3. How Does Their Assessment Differ From Industry Data?

4. What Do Advertising Executives Think about the Impact of DVRs on Total TV Consumption?

5. How Do Advertising Executives Assess the Impact of DVRs on Live TV Consumption?

6. How Many Ads Are Skipped in Time-Shifted Mode? What Do Industry Analysts, Advertisers and Agencies Think? To What Extent Do Their Views Differ?

7. Summary

CHAPTER 2

HOW BIG IS THE ‘PROBLEM’ CREATED BY DVRs? HOW MUCH VALUE IS FOREGONE BY AD SKIPPING?

CHAPTER 3

WHAT IMPACT DO DVRs HAVE ON THE EFFECTIVENESS AND COST OF TV ADVERTISING?

1. The Impact of DVRs on CPMs

2. The Impact of DVRs on TV Advertising Effectiveness

3. How Does The Impact of DVRs Compare to Other Factors Threatening TV Advertising Effectiveness?

4. Summary

CHAPTER 4

WHAT IMPACT DO DVRs HAVE ON (TV) ADVERTISING STRATEGY?

1. Overall Impact of DVRs on TV Advertising Strategy

2. Impact of DVRs on TV Advertising Spending Levels

3. Impact of DVRs on the Advertising Media Mix

4. Impact of DVRs on the Length of Commercials and TV Advertising Formats (Commercials, Product Placement, Sponsorship etc.)

5. Impact of DVRs on TV Advertising Budget Allocations Across Dayparts and Program Genres

6. Impact of DVRs on the Creative Strategy for TV Commercials

7. Impact of DVRs on the Airing Frequency and Reach of TV Commercials

8. Prioritizing Changes in Advertising Strategy to Better Cope with the New DVR Reality

9. Summary

Abstract

Advertising in the DVR Age helps advertisers and TV executives incorporate DVR viewership in their advertising (sales) strategy.

There are increasingly granular data available on what changes DVRs are bringing about in viewing habits, including commercial viewing habits. Few reports however address the implications of these changes on the efficiency of TV advertising. Even fewer deal with the crucial issue of how buyers and sellers of TV advertising can and should adjust their advertising (sales) strategy to deal with the increasing DVR penetration.

Advertising in the DVR Age is the first exhaustive publication that deals with some key questions that arise from the increased DVR penetration and that have been largely unanswered so far i.e.,
  • Which creative strategies are better adapted to the DVR world: informative or entertaining commercials, bare bones or elaborate commercials, etc.
  • Which alternatives to the 30-second spot are most attractive: sponsorships, pop-up ads, product placements, endorsement deals, etc.?
  • How are DVRs expected to influence CPMs?
  • Which dayparts and program genres (news, drama, live sports, non-live sports etc.) are most affected by DVRs?
  • How big is the difference in the impact that DVRs have across daypart and program genres?
  • What are the best practices in responding to the DVR phenomenon: adjusting the media mix, changing the creative strategy, re-shuffling TV advertising to different programs or day parts, using alternative formats of TV advertising etc.?
Advertising in the DVR Age is a comprehensive report that reviews findings from an on-line survey of approximately 200 U.S. advertisers and advertising agencies. The findings of this survey are supplemented by findings from interviews with thought leaders on TV advertising in industry and academia and by analyses of trends in the (TV) advertising industry

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