TV Networks Serve Up Big Cup of Happy to Ad Execs
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Written By Reprise Media | November 16, 2005 | Share This
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An article in the Wall Street Journal covers a joint press conference that took place today among six major television networks - CBS, ABC, NBC, Fox, UPN and the WB - all of whom joined together to deliver this message to concerned advertisers:
‘Don’t worry about DVRs - they’re not as much of a threat as you think.’
(I would also like to take this time to add that the earth is flat and I know this because the Tooth Fairy told me).
Madison Avenue execs likely heard the following as network execs made their case:
- Even though DVR users fast forward through ads, they watch more TV than individuals that don’t own them.
- DVR users don’t always skip over every ad.
- They also watch the screen closely and will occasionally watch interesting ads.
Despite this, advertisers are likely to remain wary. Says Publicis exec Michael Drexler:
“Timing is critical for advertisers. We don’t know enough about commercial-deletion patterns. We don’t know enough about delayed-playback viewing’s effects on advertising.”
Sounds like the industry better get some more metrics if they want to make their case.
Read the rest of the article here and then see analysis from Carlo of Techdirt.
Topics: Technology |