I saw some interesting stats today, The 2008 Digital Entertainment Survey commissioned by media lawyers Wiggin surveyed "digital entertainment consumption patterns, trends, preferences and attitudes across all forms of entertainment activity" (in the UK) and one of the interesting stats was the effect of DVR use on viewing habits. It showed that only 4% of DVR views watch live TV and only 6% never skip the adverts. I very rarely watch live TV with the exception of sports events. The other thing to note is that Windows Media Center is specifically named which for the UK is pleasing, I wonder if the statistics are smiler to US usage
Digitally recorded television is seriously affecting advertising reach Of those consumers with fast-forward technology (Sky+, Windows Media Center and digital video recorders), just 4% only watch live broadcasts while 23% mostly watch recorded programmes and when watching recorded commercial television 80% fast forward the adverts "most of the time" or "all of the time." Only 6% rarely / never fast-forward the adverts. This behaviour is consistent across all demographics. Furthermore, 2 out of 3 agree with the statement "I actively try to avoid as many television ads as possible" showing that ad avoidance is a major issue.
7 thoughts on “4% of DVR users watch live TV and over 80% skip adverts”
Pretty much mirrors our use, so much so, that if/when we do watch live TV, the girlfriend thinks there’s something wrong with the HTPC when she can’t fast forward through the adverts. I have to remind her that it’s a live TV!
If the girlfriend has so easily switch over to using a PVR as it should be, my concern is how this will pan out if everyone starts doing this. If 80% stop watching adverts, does that mean that advertisers will pay 80% less for the airtime? Will this mean that the broadcasters in a bid to protect their revenue stream will put pressure on Sky+/Virgin/Freeview to develop ways to stop people from fast forwarding through adverts, thus rendering useless one of the key selling points of a pvr?
Otherwise, will the broadcasters having to operate on smaller revenues, will give up on developing any home grown material, and just plaster us with even more repeats and USA imports?
I believe advertising will just change in two ways:
1. Be harder to detect (HINT: stop them being so much louder then the show! that will also mean they annoy me allot less)
and 2. more ‘in show’ advertising, EG a billboard behind a scene, specific brands shown, etc. Watch a james bond movie and you get it (he always has a particular car/watch/etc. which the makers have paid them to put in the movie).
Ads are just irratating, they are often nothing more then saying the brand name over and over with as much sound on the track as possible, and thus I dont want to hear them!
— “I actively try to avoid as many television ads as possible” showing that ad avoidance is a major issue.
Doesn’t this statement say that the current format of Ads are a major issue, rather than the people avoiding them?
If the ads were replaced with specially designed product placements inside the shows, then people wouldn’t want to skip them, as they would be part of the show. If the ads are too obtrusive, people would stop watching that show.
TV networks are already replacing advertising billboards at live sports events with their own sponsors adverts – it is just the next level for them to be placing these adverts within the background of TV shows (hopefully in areas that the TV show producers designed when the show was created)
In the US lots of shows have animations on the bottom of the screen when a show resumes from a commercial break. These animations are generally promos for upcoming shows or a new series that the network (or cable co.) companies would like you to watch. I personally think it’s a grooming process, and it’s only a matter of time that these promos will be replaced with product ads. When that day arrives we’ll essentially have ‘banner’ ads during our shows. I hope not, but I see it coming.
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Pretty much mirrors our use, so much so, that if/when we do watch live TV, the girlfriend thinks there’s something wrong with the HTPC when she can’t fast forward through the adverts. I have to remind her that it’s a live TV!
If the girlfriend has so easily switch over to using a PVR as it should be, my concern is how this will pan out if everyone starts doing this. If 80% stop watching adverts, does that mean that advertisers will pay 80% less for the airtime? Will this mean that the broadcasters in a bid to protect their revenue stream will put pressure on Sky+/Virgin/Freeview to develop ways to stop people from fast forwarding through adverts, thus rendering useless one of the key selling points of a pvr?
Otherwise, will the broadcasters having to operate on smaller revenues, will give up on developing any home grown material, and just plaster us with even more repeats and USA imports?
PingBack from http://dvr.plasmatelevisionscreen.com/2008/03/03/4-of-dvr-users-watch-live-tv-and-over-80-skip-adverts/
PingBack from http://www.multimedia-pcs.com/dvr-users-skip-commercials/
I believe advertising will just change in two ways:
1. Be harder to detect (HINT: stop them being so much louder then the show! that will also mean they annoy me allot less)
and 2. more ‘in show’ advertising, EG a billboard behind a scene, specific brands shown, etc. Watch a james bond movie and you get it (he always has a particular car/watch/etc. which the makers have paid them to put in the movie).
Ads are just irratating, they are often nothing more then saying the brand name over and over with as much sound on the track as possible, and thus I dont want to hear them!
— “I actively try to avoid as many television ads as possible” showing that ad avoidance is a major issue.
Doesn’t this statement say that the current format of Ads are a major issue, rather than the people avoiding them?
If the ads were replaced with specially designed product placements inside the shows, then people wouldn’t want to skip them, as they would be part of the show. If the ads are too obtrusive, people would stop watching that show.
TV networks are already replacing advertising billboards at live sports events with their own sponsors adverts – it is just the next level for them to be placing these adverts within the background of TV shows (hopefully in areas that the TV show producers designed when the show was created)
It’s time for another post roundup, UltimatePC.com, transcoders and videos UltimatePC.com -…
In the US lots of shows have animations on the bottom of the screen when a show resumes from a commercial break. These animations are generally promos for upcoming shows or a new series that the network (or cable co.) companies would like you to watch. I personally think it’s a grooming process, and it’s only a matter of time that these promos will be replaced with product ads. When that day arrives we’ll essentially have ‘banner’ ads during our shows. I hope not, but I see it coming.