PT  - JOURNAL ARTICLE
AU  - Bob Kent
AU  - Buffy N. Mosley
AU  - David A. Schweidel
TI  - Advertisements in DVR Time
AID  - 10.2501/JAR-2018-042
DP  - 2019 Mar 01
TA  - Journal of Advertising Research
PG  - 73--84
VI  - 59
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/59/1/73.short
4100  - http://www.journalofadvertisingresearch.com/content/59/1/73.full
SO  - J Advert Res2019 Mar 01; 59
AB  - Time-shifted television can time-shift advertising. This study explores the frequency and timing of digital video recorder (DVR) advertising views in a sample of 2015–2016 drama, reality, and sports programs. Although the majority of recorded advertisements are “zipped” (fast-forwarded), some programs have many DVR viewers and delayed normal-speed advertisement exposures. The number and shelf life of recorded advertisement views vary by genre. DVRs accounted for more than 25 percent of all advertisement views from dramas (15 percent day-shifted, 5 percent shifted by more than three days). Time-sensitive advertisements might appear in sport or reality programs with fewer delayed views.