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Assessing DVRs' impact on TV ads; Advertisers reallocate budgets, consider alternatives as...

By Maddox, Kate
Publication: B to B
Date: Monday, April 3 2006

Byline: KATE MADDOX

In the age of TiVo and on-demand television, in which users can fast-forward through commercials or skip them entirely, advertisers are rethinking their use of traditional 30-second TV spots.

According to a joint study released by the Association of National Advertisers and Forrester Research, nearly 70% of advertisers said they believe digital video recorders (DVRs) and video-on-demand (VOD) will reduce or destroy the effectiveness of traditional 30-second commercials.

Also, 78% of advertisers said television advertising has b

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