The Great PVR Myth

When I first read adland representatives saying that PVRs were a good thing because they increased recall I just put it down to a moment of madness and moved on.  But strangely enough it's a view that seems to have developed some level of credibility - to the point that Trevor Beattie is now finessing it.  In today's Guardian Beattie argues that Sky+ owners stay glued to the screen when they are fast-forwarding adverts and that means that, "Even at speed, the more visually arresting the ad, the greater your chance of attracting an inquisitive viewer."  Is it me - or is that just desperate?

Comments

[Alastair Duncan]

I think the idea that PVRs give consumers more control over what's on and when they watch means they actually do watch. Thus subtly increasing the time spent watching...