Analysis: DVR tech forces advertising changes

01/10/2005 | Chicago Tribune (tiered subscription model)

While most TV viewers do not have access to a digital video recorder, Forrester Research estimates 41% of homes in the U.S. will have the technology in four years. TiVo reports that 75% of commercials recorded on the device already are skipped by users. Media services experts say that means advertisers will have to opt for new approaches, including producing spots well shorter than 30 seconds, as well as longer, interactive campaigns targeted on niche channels.

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