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The Commercials Are Still Live And In Real Time
As with any new technology that drives cultural change, there are many myths and misconceptions surrounding the effect DVR services have had on advertising. One thing we know for sure is that thanks to DVR, people are watching more TV than ever before. Who would have thought that the company would find a way to increase the time viewers spend in front of the team to see your ads? Some advertisers have already panicked and decided not to broadcast their messages anymore assuming they are all delivered quickly. Before deciding to make changes to your business practices based on a change in technology, it’s important to consider these two facts: most people don’t have DVRs, and for those who do, only a small fraction of their viewing is done late.
Many people believe that because they own a product or service, everyone else does too, but according to research from Media Life magazine, the simple truth is that only forty-four percent of viewers currently have a DVR service. . Of course, this means that over half of the national television audience, a staggering number of people, watch 100% of their television live and in real time, minus one or two people recording all their favorite reruns on VHS. . Is it wise to change advertising practices when you know that such a large part of the population remains a captive audience for your banding and your offers?
But it gets even better. For the forty-four percent who have a DVR, only about twenty percent of their viewing is delayed. The panic over the effect of the DVR becomes more and more unfounded with each statistic. There are two big pillars of TV viewing that people will always want to watch live as it actually happens: news and sports. Why would someone record Good Morning America¸ Fox News or CNBC in the morning to watch it later in the evening? Let’s hope they’re not stockbrokers… News gets old as soon as it’s out, and most people rely on it to see it on the spot. And with the exception of perhaps the most fanatical Red Sox fan with a grueling work schedule, very few people can bear the thought of watching a game after it’s over. Knowing that everyone knows the final score and could spoil it for you while you’re still in the first quarter is more than most can bear.
To quit TV commercials because of the DVR is to panic because of a false alarm. With people watching more TV than before, you stop advertising, you advertise smarter. Letting an opportunity like this pass will be one of those “oh” moments later on. Knowing what’s being watched live and creating a brand image that stands out from the masses is the name of the game.
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