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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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Mueller-Lust and Bulgrin (2005a, June 23). DVR impact is not 30-second shattering. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/likeability-liking-is-not-enough