Warc, 22 August 2013
AUCKLAND: Usage of personal video recorders (PVRs) to watch TV
programming has actually increased exposure to ads, new research from New
Zealand has indicated.
TVNZ, the New Zealand television channel, partnered with
Colmar Brunton, the market research agency, to run a 500-strong panel and used
a local campaign for Tip Top bread to look at the impact of PVRs on ad
effectiveness locally.
It found that 69% of households were able to timeshift their
TV viewing, using MySKY, Freeview or a DVD recorder. Overall, 85% of
respondents watched live TV, with 42% watching delayed TV, but just 11%
timeshifted exclusively.
When data for TVNZ's on demand service was overlaid, the
proportion found to be timeshifting exclusively fell further, to 8%.
Of those who did timeshift, 54% reported noticing individual
ads while fast forwarding while 34% said they watched the ads within a recorded
programme.
Awareness of the Tip Top campaign across live and delayed
viewers was found to be identical for two brand metrics and slightly higher
among delayed viewers for a third. The report concluded that ad recall and key
message outtake rates were not impacted when comparing the two sets of viewers.
Commenting on the research, Jeremy O'Brien, TVNZ's head of
sales, noted that the results backed up international studies showing that
television remained the most effective media. "Countries may change, but
people don't," he remarked.
O'Brien also argued that far from killing off television
ads, the PVR had "done us a favour".
"All the evidence shows that people who own recording
devices watch more TV, so PVRs are actually increasing viewers' exposure to
more advertising," he said.
Data sourced from TVNZ; additional content by Warc staff
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