Ad Pros See Bigger DVR Effect
A new survey by the American Advertising Federation (AAF) finds that over three-fourths of advertising professionals polled feel that DVRs will have at least a significant effect on the rise of alternative TV advertisement methods.
The AAF surveyed 121 advertising leaders regarding the effect they feel DVRs will have on the 30-second spot. A majority of respondents (55%) felt that non-traditional ad formats (such as advertainment, content sponsorship or product placement,) will grow, but that the 30-second ad spot will continue to be the standard for TV advertising. Just over 20% of respondents felt that the growing use of DVRs will lead to a "dramatic" transformation of TV advertising, including the end of the 30-second spot as the basic unit of TV advertising. In all, 76% felt DVRs will lead to some change in the TV advertising market.
more...
