DVR USE DOESN’T AFFECT AD RECALL, SAYS STUDY

There is no difference in ad recall or ad recognition between DVR owners and non-owners for ads aired on network TV during prime time. That’s the conclusion of market research firm Millward Brown’s 2006 DVR Ad Impact Study.

Millward Brown worked with ABC, CBS, Fox and NBC to explore the impact that DVR usage has on TV advertising.

Among DVR owners surveyed, 61% of their prime-time viewing was done live, whereas programs were recorded and viewed later 39% of the time. The research findings were consistent across the four categories covered in the Millward Brown study—cars, cellphones, fast food restaurants and movies. The results showed no decrease in ad recall or ad recognition among DVR owners in any of the four segments. Interestingly, in the movie category, where advertising campaigns are more short-lived, there was slightly greater ad recall and ad recognition among DVR owners than was reported by non-owners.

“This is great news for marketers and the advertising industry,” said Michelle de Montigny, senior vice president, Millward Brown Media Practice. “Counter to recent industry concerns, TV advertising is not dead, and DVR owners are not less engaged with TV ad viewing.” Added de Montigny, “Consumers who own DVRs are more likely to pay attention to television during commercial breaks when viewing live and are less likely to be distracted by other activities that non-DVR owners get involved with.”

The study measured ad recall and ad recognition for TV across multiple brands in each of the four categories. All ads aired on Tuesday and Thursday nights in March, during primetime on the four major networks. The survey was conducted online among 2,000 respondents between 48 and 72 hours after the ads aired to give DVR owners time to play back recorded programs. Millward Brown said that additional findings from the study will be released in the weeks ahead.