PVRs and advertising exposure: a video ethnographic study Online publication date: Thu, 09-Aug-2007
by Sarah Pearson, Patrick Barwise
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 4, No. 1, 2007
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.
Online publication date: Thu, 09-Aug-2007
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org