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Monday, July 31, 2006

DVR Making Waves

AdAge reports a rise in DVR households, with 11.2% of HH DVR-equipped vs 8.6% a year ago. More fodder for the 'death of the 30 second commercial' sentiment? Maybe not. With prices for TiVo still hovering over $200 DVR is still coined as a 'plaything of the affluent'.


What's more, some advertisers have already started finding opportunities with DVR, as we have seen special spots created for DVR households with hidden messages viewable only when the commercials are watched in slow-mo style. Additionally, TiVo recently launched a service on its units called Product Watch which allows users to find the commercials they want to see 'on-demand'. Specially for TiVo, these ads aren't your typical 30-second spots but rather more informative infomercial style such as Kraft Cooking shows and General Motors virtual auto show.

Starting to wonder if DVR will really have the apocalyptic effect on traditional TV that was envisioned when the tech first saw light. I suppose the question is whether advertisers will keep searching for and finding engaging ways to interact with DVR households instead of trying to fight them and technology.

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