Authors: Sarah Pearson, Patrick Barwise
Addresses: Actual Customer Behaviour LLP, Sussex Innovation Centre, Science Park Square, University of Sussex, Falmer, Brighton, BN1 9SB, UK. ' London Business School, Regents Park, London, NW1 4SA, UK
Abstract: This paper reports results from a video ethnographic study of TV advertising exposure for 22 individuals in eight UK homes with Personal Video Recorders (PVRs). PVR usage varied widely both within and between homes. For 21 of the 22 individuals, the PVR was used – if at all – as a backup when there was nothing on viewers| favourite channels which they wanted to watch live. As a result, of the 3480 individual opportunities to see commercials during the study, 70% were viewed live and only 30% were time-shifted. In combination with other, complementary, studies these results suggest that the impact of PVRs on advertising exposure will be limited. The paper also explores a number of other audience attitudes and behaviours.
Keywords: video ethnography; TV advertising exposure; personal video recorders; PVRs; digital video recorders; DVRs; viewing behaviour; attention; fast forwarding; speed watching; live viewing; time-shifted viewing; claimed behaviour; on-demand viewing; television advertising; UK; United Kingdom; audience attitudes; audience behaviour; advertising exposure.
International Journal of Internet Marketing and Advertising, 2007 Vol.4 No.1, pp.93 - 113
Available online: 09 Aug 2007 *Full-text access for editors Access for subscribers Purchase this article Comment on this article