New InsightExpress and MediaPost Report Reveals Digital Video Recorders Offer Advertisers Opportunities, Not Threats.Entertainment Editors/Business Editors AD:TECH San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden 2004 Booth #214 SAN FRANCISCO--(BUSINESS WIRE)--May 25, 2004 Comprehensive Research and Analysis Demystifies DVRs and Reveals That More Than 9 out of 10 DVR (1) (Digital Video Recorder) A device that records video onto a hard disk from one or more ceiling mounted video cameras. Part of a security system, the DVR typically supports 4, 8 or 16 separate camera channels. Users Notice the Commercials They're Fast-Forwarding Those predicting the Digital Video Recorder See DVR. will bring about the demise of television advertising may be surprised to learn that DVRs actually have the opposite effect. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a new report, Demystifying Digital Video Recorders, from online market research firm InsightExpress(R) and leading advertising publisher MediaPost, the opportunities for reaching their target audiences are actually enhanced as DVR users watch more hours of television each week and recall commercials -- even when fast-forwarding. The report, based on multiple online consumer surveys, reveals consumers use DVRs to enhance their television viewing experience and adjust television viewing to accommodate their busy schedules. A surprise to many advertisers, DVRs result in additional television viewing, higher satisfaction with television, and virtually eliminates the 49% of all consumers who leave the room or channel surf when commercials air.
Metric Impact
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Additional Weekly Viewing Hours (19.2 to 23.9) + 24%
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Increased Television Viewing Satisfaction (27% to 37%) +37%
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Loss of Ad Exposure From Fast-Forwarding -7%
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Re-capture of 49% of Consumers Who Successfully
'Zap' Commercials +96%
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Further benefiting advertisers, 54% of all DVR users have rewound re·wound v. Past tense and past participle of rewind. or paused television commercials to understand the advertised product. Revealing opportunities to expand the current advertising model, more than a third (37%) of DVR users would welcome the opportunity to request information via their DVR when viewing commercials of interest. "While many continue to focus upon the potential detractive de·trac·tion n. 1. The act of detracting or taking away. 2. A derogatory or damaging comment on a person's character or reputation; disparagement: impact of DVRs, consumer attitudes reveal significant opportunities to help drive television advertising dollars," said Lee Smith, president and COO (Cell Of Origin) See mobile positioning. , of InsightExpress. The report, Demystifying Digital Video Recorders, unveiled today at AD:TECH San Francisco 2004 is available for purchase by contacting InsightExpress directly or visiting booth number 214 on the show floor. Respondents In the context of marketing research, a representative sample drawn from a larger population of people from whom information is collected and used to develop or confirm marketing strategy. for these studies were randomly recruited online using InsightExpress' patent-pending e-RDD methodology. Each survey was created, distributed and tabulated during the first quarter 2004. About InsightExpress InsightExpress is the acknowledged pioneer of rapid turnaround Turnaround A situation where a company that has had poor performance for an extended period of time experiences a positive reversal. Notes: A speculator may profit from a turnaround if he or she accurately anticipates the improvement of a poorly performing company. , high-quality, online market research services. With its award-winning and patented technology, market research expertise, and access to more than 100 million online individuals, InsightExpress enables its clients to easily harness market research to make the right business decision in real time. InsightExpress is affiliated with General Atlantic Partners. Visit us on the Web at www.insightexpress.com or call 203-359-4174. About MediaPost MediaPost is an integrated publishing and content company whose mission is to provide an array of resources to super-serve media planners Media Planner is a job title in an advertising agency responsible for selecting media for advertisement placement on behalf of their clients. The main aim of a Media Planner is to assist their client in achieving business objectives through their advertising budgets by recommending and buyers. It publishes several online newsletters including the Media Daily News, and also publishes a monthly print magazine called Media. MediaPost can be visited at: www.mediapost.com. |
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