SAN FRANCISCO According to TiVo’s estimates, consumers skip through about three-quarters of commercials when they watch recorded programming. While personal video recorder penetration is fairly small at some 3.65 million households, numbers such as that have PVR manufacturers, advertisers and agencies devising ways to prevent on-air marketing messages from being shut out.
Panelists at an Ad:Tech session here today were optimistic, saying that the new technology could lead to more ad opportunities. “PVRs are not the death of advertising as we know it,” said Allan McLennon, managing partner at Puremac Digital/IP-DTV.
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