Advertising set to be shaken but not destroyed by PVRs

LONDON - The imminent demise of television advertising has been overestimated, according to new research on the rise of personal video recorders that downplays the threat to traditional TV ads. According to research by MindShare, PVRs have received almost universally positive attention, a fact that sets them aside from other forms of new technology.

MindShare says that PVRs are destined to destroy the linear viewing model in place since the launch of television, and that TV will become more like cinema, with a number of "blockbuster" programmes taking a high proportion of audience ratings.

The company quotes research from the US showing that audiences skip from between 65% to 90% of ads during time-shifted viewing, compared with 15% of ad avoidance without a PVR.

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