RT Journal Article
SR Electronic
T1 Advertisements in DVR Time
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 73
OP 84
DO 10.2501/JAR-2018-042
VO 59
IS 1
A1 Bob Kent
A1 Buffy N. Mosley
A1 David A. Schweidel
YR 2019
UL http://www.journalofadvertisingresearch.com/content/59/1/73.abstract
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.