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Advertisements in DVR Time

The Shelf Life of Recorded Television Commercials In Drama, Reality, and Sports Programs

Bob Kent, Buffy N. Mosley, David A. Schweidel
DOI: 10.2501/JAR-2018-042 Published 1 March 2019
Bob Kent
University of Delaware,
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  • For correspondence: bobkent10@yahoo.com
Buffy N. Mosley
Emory University,
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  • For correspondence: buffy.mosley@emory.edu
David A. Schweidel
Emory University,
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  • For correspondence: dschweidel@emory.edu
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ABSTRACT

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.

  • Received April 18, 2017.
  • Received (in revised form) January 4, 2018.
  • Accepted February 7, 2018.
  • Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 1

Journal of Advertising Research: 59 (1)
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Advertisements in DVR Time
Bob Kent, Buffy N. Mosley, David A. Schweidel
Journal of Advertising Research Mar 2019, 59 (1) 73-84; DOI: 10.2501/JAR-2018-042

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Advertisements in DVR Time
Bob Kent, Buffy N. Mosley, David A. Schweidel
Journal of Advertising Research Mar 2019, 59 (1) 73-84; DOI: 10.2501/JAR-2018-042
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