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DVR impact is not 30-second shattering

Date of publication: June 23, 2005

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media

Authors: Rachel Mueller-Lust, Artie Bulgrin

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.

Rachel Mueller-Lust

Author

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Artie Bulgrin

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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

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Citation

Patchen and Webb (2005a, June 23). New insights on first-time electronic data on out-of-home and time-shifted television viewing. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/new-insights-on-first-time-electronic-data-on-out-of-home-and-time-shifted-television-viewing


Research Papers

Convergennation

Catalogue: ESOMAR Technovate Conference 2003

Authors: Alexandre F. Amoukteh, Phillip A. Cartwright, Caroline Edwards

 

January 26, 2003

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Citation

Amoukteh, Cartwright and Edwards (2003a, January 26). Convergennation. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/convergennation


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

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Citation

Uyenco and Mueller-Lust (2005a, June 21). Product integration: The gold behind the American Music Awards. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/product-integration-the-gold-behind-the-american-music-awards


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Citation

Mueller-Lust and Bulgrin (2005a, June 23). DVR impact is not 30-second shattering. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/product-integration-the-gold-behind-the-american-music-awards