Advertisers told to embrace DVR usage

[Nick]

Analyst: Stop Worrying and Love the DVR

Will rising DVR penetration have a massive impact on TV
advertising?

In a note titled "How I Stopped Worrying and Love the DVR,"
Banc of America Securities analyst Doug Shapiro said while
digital recorders may have an impact on advertising, the death
of network TV has been somewhat exaggerated.

His points: Another upfront just passed and advertisers hardly
abandoned broadcasting in droves, and the aggregate amount of
money allocated to the upfront was $9.3-9.4 billion, down only
slightly from last year. "Not overwhelmingly robust, sure, but
hardly a death knell," Shapiro said.

The Banc of America analyst also pointed out that DVR usage
apparently boosts viewing, and networks are slowly adapting
with alternative ad formats, programming and technologies that
are geared to minimize ad skipping or its impact.

"We believe that much of the analysis so far, which asserts
that there is a linear relationship between 'ads skipped' and
ad dollars, is based on a faulty premise," Shapiro said.

Banc of America estimated there are about 9 million DVRs in
U.S. households today, representing an 8 percent penetration.
That penetration number will rise to more than 30 percent by
2009, the firm said.

www.skyreports.com - used with permission

[kenglish]

I caught part of a story on TV yesterday....I think TIVO was saying that they were going to sell ads that you would see while skipping ads from the Broadcasters. Talk about thumbing their noses at the stations!!

[Jim Parker]

Instead of 30 second commercials maybe we will hear dialog like:

Sue: Honey, you've been gone so long and I missed you so much! I'm glad you're home. I used Summer's Eva for that fresh feeling. Did you get your Viagria prescription filled?

Joe: Yes I did. Rexall Pharmacy at 34th and Main, open 7am to 11pm, had big sale on Viagria. The pharmacist asked if I had talked to my doctor to see if Triptochrypan was right for me. I did, and Blue Crossed will cover 100% of the cost.

Sue: That's wonderful honey. How did you like your stay at Holidoze Inn for just $89 per night?

Joe: Did you know that they have over 2000 inns all across America? Once I heard that, I knew that was where I wanted to stay on my business trip. I rented a very nice Fard luxury car from Hurts for only $35 per day with unlimited mileage.

[zmark]

Watch survivor or any reality show, and you'll see it's already that bad.

[jpurkey]

That's when I'd turn the channel.

However, I don't mind seeing brand name products in programs though. I'd rather see someone using or eating a real product instead of a product with a fake name.

They could even replace those 555- phone numbers with real phone #s which when called would give a recorded advertising messages. I wonder why no one has done this or have they?

[BobaBird]

There have been a few times where a phone number was a cellular phone on the set that was answered by a cast or crew member. I don't know if it has been done for advertising but it's a clever idea.

[zmark]

The downside is that they would have to use the full phone number with area code, which would sound out of place in certain contexts.

[SimpleSimon]

The downside is that they would have to use the full phone number with area code, which would sound out of place in certain contexts.
Less so now than in the past now that there's so many 10-digit local areas - like Denver.