Advertisements in DVR Time

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.

• Publication year

  2018

• Venue

  Journal of Advertising Research

• Publication date

  2018-11-14

• Fields of study

  Business, Psychology

• Identifiers
  DOI 10.2501/JAR-2018-042
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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