The Most Time-Shifted Shows of the Fall Season.

Posted by truecreek on December 16, 2009 under More Dam News | Be the First to Comment

This article brings up a good point that the increased usage of DVRs creates a huge problem for any advertiser whose television spot is time constrained .

By Brian Steinberg, AdAge

The ability to delay viewing of TV shows by using a digital video recorder is giving rise to noticeably different habits, according to new research from Horizon Media.

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Through November 2009, 11 fall season programs were regularly “time-shifted,” or watched as many as seven days after the date of original air, by more than 3 million viewers, said Brad Adgate, the independent media-buying firm’s senior VP-research. Last year at this time, only three programs — ABC’s “Grey’s Anatomy,” Fox’s “House” and CBS’s “CSI” — fit that bill.

The trend is cause for scrutiny among TV outlets and advertisers, because the more people who watch TV programs longer after they air, the more difficult it is to reach them with a timely ad pitch.

While futurists project one day advertisers may well be able to insert more relevant advertising into recorded programming, these days marketers remain concerned that ads for particular events — Friday-night movie openings and weekend sales at retail outlets — amount to naught when consumers watch them five or six days after they were intended to run.

Entire article, “The Most Time-Shifted Shows of the Fall Season” here.

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