As with any new technology that brings about a cultural shift, there are many myths and misconceptions surrounding the effect that DVR services have had on advertising. One thing we know for sure is that thanks to DVR, people are watching more television than ever before. Who would have thought that society would find a way to increase the amount of time viewers spend in front of the team watching their commercials? Some advertisers have already panicked and decided not to put their messages on the air anymore on the assumption that they are all being forwarded quickly. Before you decide to make changes to your business practices based on a change in technology, it’s important to consider these two facts: Most people don’t have a DVR, and for those who do, only a small fraction of their viewing is done on time. delay.
Many people believe that because they own a product or service, everyone else does too, but according to research from Media Life magazine, the simple truth is that only forty-four percent of the viewing public has a service. DVR at this time. Obviously, this means that more than half of the national television audience, which is a staggering number of people, watches 100% of their television live and in real time, minus one or two people who record all their favorite reruns. on VHS. Does it make sense to change advertising practices when you know that such a significant part of the population is still a captive audience for your bands and offerings?
But it gets even better. For the forty-four percent who have DVRs, only about twenty percent of their viewing is delayed. Panic over the DVR effect becomes more and more unfounded with each statistic. There are two main pillars of television viewing that people will always want to see live as it really happens: news and sports. Why would anyone record Good Morning America¸ Fox News, or CNBC in the mornings to watch later that night? Let’s just hope they’re not stock traders… News is out of style the minute after it’s delivered, and most people depend on seeing it on the spot. And with the exception of perhaps the most fanatical Red Sox fan with a grueling work schedule, very few people can stomach the thought of watching a game after it’s over. Knowing that everyone else knows the final score and could mess it up while you’re still in the first quarter is more than most can bear.
Giving up TV advertising because of DVR is panicking over a false alarm. With people watching more television than before, you stop advertising, you advertise smarter. Passing up an opportunity like this will be one of those “d’oh” moments later on. Knowing what’s being watched live and creating a brand that stands out from the masses is the name of the game.
