DVRs proliferate! The 30 second spot doesn’t die!The podcast |
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DVRs proliferate! The 30 second spot doesn’t die!
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More than half the households in the United Kingdom will own a digital video recorder (DVR) by the end of 2011. That means viewers will have the ability to fast forward through advertisements. So will the decade-old prediction about the death of the television commercial finally come true? In 2011, Deloitte predicts that counter to some commentators’ expectations, this will not signal the end of traditional television commercials through widespread advertising avoidance.
Highlights:
- Despite widespread penetration of the DVR, why will the television advertising market will be unaffected in 2011?
- Do viewers actually retain information we may fast forward through?
- Will DVRs pose a threat to other parts of the entertainment sector?
Guest:
Paul Lee, Technology, Media and Telecommunications Sector, Deloitte Research, Deloitte United Kingdom
Host:
Holly Seguine, Senior Manager, Online Communications, Deloitte Touche Tohmatsu Limited
