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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Advertising in the DVR Age - The Strategic Response of Advertising Executives to DVR Viewership
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- EXECUTIVE SUMMARY
- INTRODUCTION
- 1. Why this Report?
- 2. Survey and Profile of Respondents
- 3. Organization of This Report
- CHAPTER 1
- HOW DO ADVERTISING EXECUTIVES ASSESS THE IMPACT DVRs HAVE ON TV AND AD WATCHING?
- 1. What Information Exists on DVRs and Are Advertising Executives Confident They Have the Right Information on DVRs?
- 2. What Do Advertising Executives Think About Current and Future DVR Penetration?
- 3. How Does Their Assessment Differ From Industry Data?
- 4. What Do Advertising Executives Think about the Impact of DVRs on Total TV Consumption?
- 5. How Do Advertising Executives Assess the Impact of DVRs on Live TV Consumption?
- 6. How Many Ads Are Skipped in Time-Shifted Mode? What Do Industry Analysts, Advertisers and Agencies Think? To What Extent Do Their Views Differ?
- 7. Summary
- CHAPTER 2
- HOW BIG IS THE ‘PROBLEM’ CREATED BY DVRs? HOW MUCH VALUE IS FOREGONE BY AD SKIPPING?
- CHAPTER 3
- WHAT IMPACT DO DVRs HAVE ON THE EFFECTIVENESS AND COST OF TV ADVERTISING?
- 1. The Impact of DVRs on CPMs
- 2. The Impact of DVRs on TV Advertising Effectiveness
- 3. How Does The Impact of DVRs Compare to Other Factors Threatening TV Advertising Effectiveness?
- 4. Summary
- CHAPTER 4
- WHAT IMPACT DO DVRs HAVE ON (TV) ADVERTISING STRATEGY?
- 1. Overall Impact of DVRs on TV Advertising Strategy
- 2. Impact of DVRs on TV Advertising Spending Levels
- 3. Impact of DVRs on the Advertising Media Mix
- 4. Impact of DVRs on the Length of Commercials and TV Advertising Formats (Commercials, Product Placement, Sponsorship etc.)
- 5. Impact of DVRs on TV Advertising Budget Allocations Across Dayparts and Program Genres
- 6. Impact of DVRs on the Creative Strategy for TV Commercials
- 7. Impact of DVRs on the Airing Frequency and Reach of TV Commercials
- 8. Prioritizing Changes in Advertising Strategy to Better Cope with the New DVR Reality
- 9. Summary
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