Abstract:
ABC Television and ESPN conducted research to understand the impact of DVR technology on TV viewing behavior. The research suggests that interest in DVR is mainly driven by the importance of TV rather than by age or technology savvy, although installation difficulties and cost limit DVR acceptance. Even though DVR enables fast forwarding through advertisements, commercial avoidance is not the main impetus for using a DVR. DVR technology builds greater program involvement and loyalty and therefore viewer attentiveness. This study concludes that good, relevant programming and branding will be even more powerful in a DVR environment when viewers have control over their exposure.
Research Papers
New insights on first-time electronic data on out-of-home and time-shifted television viewing
Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Robert H. Patchen, Beth Webb
Company: Nielsen
June 23, 2005
Research Papers
Convergennation
Catalogue: ESOMAR Technovate Conference 2003
Authors: Alexandre F. Amoukteh, Phillip A. Cartwright, Caroline Edwards
 
January 26, 2003
Research Papers
Product integration: The gold behind the American Music Awards
Catalogue: ESOMAR/ARF WAM Conference 2005: Radio
Authors: Beth Uyenco, Rachel Mueller-Lust
Company: OMD Group
June 21, 2005
