Big 4-Commissioned Study Says No Difference Between DVR Owners and Nonowners in Ad Recall

Apr 6, 2006  •  Post A Comment

A study sponsored by the four major television networks and released Thursday found that there is no difference between DVR owners and nonowners in ad recall or ad recognition of commercials aired on network TV during prime time.

The study, conducted by Millward Brown, found that DVR owners in the study did 61 percent of their prime-time viewing live and recorded 39 percent of prime-time shows and viewed them later. For ads in four categories-cars, cellphones, fast food, restaurants and movies-the survey found no decrease in ad recall among those DVR owners. In fact, in the movie category, there was slightly greater ad recall and ad recognition among DVR owners.

“This is great news for marketers and the advertising industry,” said Michelle de Montigny, senior VP of Millward Brown Media Practice. “Counter to recent industry concerns, TV advertising is not dead and DVR owners are not less engaged with TV ad viewing.”

Ms. de Montigny said that “consumers who own DVRs are more likely to pay attention to television during commercial breaks when viewing live and are less likely to be distracted by other activities that non-DVR owners get involved with.”

The study was conducted on Tuesdays and Thursdays in March online with 2,000 respondents. The respondents were contacted between 48 hours and 72 hours after the commercials aired to give DVR owners time to playback recorded programs.