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MarketingVOX: In an effort to stop DVR viewers from fast-forwarding through ads, networks are jumping through blazing hoops: including quizzes in commercials, product pitches into programming and mini-dramas into ad breaks, reports Yahoo.
About 17 percent of American homes house digital video recorders. Yahoo (via Nielsen Media Research) reports nearly half of 18 to 49-year-old viewers with DVRs watch recorded shows instead of lives ones during prime-time, a time of day once coveted by advertisers.
Worse still for product pushers, six out of 10 members of the aforementioned age range skip the ads. That doesn't even account for bathroom breaks and channel surfers.
This week Nielsen Media Research began providing ratings for commercial breaks, adding pressure to the boiling network pot. The ratings will track minutes, ruling out most commercials but lending a stronger overall sense of how may people are actually watching the ads appearing at given times.
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