The Media Shop has looked at whether Time-Shifted Television Viewing has an impact on advertising. With the continuous introduction of new technology, media consumption is in constant flux. One of the trends that affect media consumption is that of time-shifted television viewing.
Through the use of Digital Video Recorders (DVRs), known in South Africa as Personal Video Recorders (PVRs), consumers are able to record live television directly onto a digital decoder for viewing at later stage. This allows consumers to firstly watch the programming at a time convenient to them, but also fast-forward through adverts. As advertisers, it is important to understand the impact ad avoidance on reaching our target audiences through TV advertising.
Even in a developed market such as the USA, the impact of time-shifted viewing is being questioned. From Nielsen’s latest Cross-Platform Report (Q4 2012), it is demonstrated that while the amount of time spent on DVR playback has increased by 79% from Q4 2008 to Q4 2012, it still only accounts for 8% of total time spent watching television. Furthermore, the time spent watching live television has only decreased by 2% in the same period.
The Media Shop says it is critical that we keep in mind that time-shifted viewing has minimal impact on the broad population or even the broad DSTV universe. However, when looking at specific target audiences with a high occurrence of PVR decoders, the impact overall may still be small but at a detailed programme level time-shifted viewing can have a significant impact on viewership.
Source: The Media Shop
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