PVRs and advertising exposure: a video ethnographic study
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

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