Impact of DVR on TV Viewers and Its Implications for Media Planning and Creative Execution
Published: 2013
Author(s) Name: Shalini Kalia, Chandan Kumar Singh |
Author(s) Affiliation: Institute of Management Technology, Ghaziabad, Uttar Pradesh, India.
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Abstract
The advent of the Digital Video Recorder (DVR) has caused a significant stir in the world of marketing.Increased consumer control over the traditional advertising medium of choice will have significant implications for both media
planning and creative execution. Therefore in the DVR age, it is critical for media planners to use appropriate advertising strategies for the right impact. This empirical research, conducted in Indian context, attempts to understand the mind set of TV viewers for adopting DVR facility; to analyze the impact of using DVR facility on their purchasing behavior, and to derive significant implications for both media planning and creative execution. The study found that owning a DVR does not significantly influence the demand for advertised products despite its
ad-skipping feature. The research paper analyses the strategies adopted by the countries where DVR penetration is much higher in comparison to India and makes recommendations for media planners in context to Indian market.
Keywords: Digital Video Recorder, Media Planning, Advertisers, Time Shift, TV Viewers
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