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DVR Market Evolves/Time-Shifting Hurts Advertisers, Business and Industry Trends Analysis

Within the television industry, recording and delayed viewing of programming is referred to as “time-shifting.” The impact of these devices on the advertising industry, as well as ancillary businesses such as television networks and cable companies, is very great indeed. Television advertising has long been based on charging the most for ad time in and around the highest-rated shows. It’s not surprising then, that advertisers cry foul over DVR viewers’ ability to skip or fast-forward through their extremely expensive ads.

The ad-skipping phenomenon is forcing advertising agencies to become more creative. Branded, single-company-sponsored programming may become a dominant trend and can increase both viewership and ad retention.

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