Study: About 16% of commercials will be skipped by 2011About 6% of TV commercials in the U.S. are fast-forwarded because of DVRs, reflecting about $5 billion in what some consider wasted spending. By the end of 2011, about 16% of commercials will be skipped.
The data come from a study titled "Advertising in the DVR Age," which the DVR Research Institute will release Friday. It bases its conclusions on a poll of 200 top U.S. advertising executives and on averages from other research firms.
There are about 30 million DVR households, a number expected to rise to 50 million -- or 49% of U.S. households -- by the end of 2011. When a show is time-shifted, as many as 70% of ads are avoided, and as users get accustomed to their DVRs, they watch more and more TV in time-shifted mode.
All these numbers add up to 16% of commercials being skipped by the end of 2011, an opportunity loss of about $14 billion.
Disney Buys Into Hulu, YouTube Should Be Worried
In the world of media companies, every new distribution window is a new opportunity to make money. So instead of thinking of the Web as one big distribution window, maybe Hulu gets first dibs at the hottest shows and movies, and then YouTube after a while. the media companies would like nothing better than to displace YouTube as the king of all Web video. And with a stake in Hulu's success, they have even more incentive to help it win.
VIDEO: DAYS Stars Gather For Charity Benefit
On April 18, six current and former actors from DAYS OF OUR LIVES held a fan event to benefit Retinoblastoma International in Hartford, CT.
ANOTHER WORLD 45th Anniversary: Opening Titles
A look at some of the opening titles of the show which would be celebrating its 45th anniversary next week had it stayed on the air.
INTERVIEW: OLTL's Sean Moynihan (Powell)
"I was shocked when I heard from the show after 14 years. Returning to the set was like walking back in time: I saw all these familiar faces in the cast and crew and everyone was so warm and welcoming."
Sunbeam Sues Nielsen For ‘Unlawful Conduct'
Sunbeam Television filed a complaint in federal court against Nielsen Media Research alleging that the ratings giant "violated federal and state antitrust laws, as well as Florida's Unfair and Deceptive Trade Practices Act, by unlawfully maintaining and perpetuating its monopoly in the TV-ratings market."
Sunbeam claims that "television stations such as WSVN are left with no choice but to purchase Nielsen's ratings in order to market air time to advertisers. Sunbeam alleges that Nielsen has abused its monopoly position by charging artificially high prices, offering inferior and flawed ratings services in a take-it-or-leave-it basis, and engaging in exclusionary tactics to prevent competitors from gaining a foothold in the industry."
GREY'S ANATOMY Preview: Izzie's Mom Storms Seattle
TVGuide.com talks with Sharon Lawrence who has been cast as Izzie's mother. "Like Izzie, she got knocked up when she was 16! Like mother, like daughter — there's absolute legitimacy in that."
IN DEFENSE OF CHANGE, by Susan Flannery
"Our community is a small one.We should honor and respect one another’s artistry and hard work. Times, they are a changing…..Technology, in part, has reduced the size of our viewing audience, as has economics, etc. etc.
"[GL] Executive Producer Ellen Wheeler, TeleNext, her staff, her outstanding talented cast, crew, and writers nudged the soap opera genre off its axis by a point or two. And that’s a good thing."
Hmmmm...graphs and charts. Honestly, I feel those 6% and 16% figures are big underestimates.
ReplyDeleteThe conclusion that many draw from these figures is to move things to the internet, where you can embed ads that cannot be fast-forwarded.
That will work, but I think networks should experiment with perpetual banner ads during programs, etc. You would see those, even when fast forwarding.
Mark, I was thinking about pop-up ads myself. The networks do this to advertise other shows, but why not to advertise products. People won't fast forward over the actual show content. It would be annoying at first but we would eventually get used to it.
ReplyDeleteAlso, maybe the "brought to you by" needs to come back with a key sponsoring supporting the show and it could be billed that way even in ads?
Why does it seem like the big moguls in the TV and recording industry are the last ones to figure out how to take advantage of new technology or find a way to make it work for them?
Nielsen got sued? What a satisfying read that is, gotta say. I hope Sunbeam wins this thing, I still can't believe Nielsen can hold all of us hostage with their mother of all flawed systems.
ReplyDelete