For Consumer Technology Professionals

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	April 22, 2004 Ad-Skipping Still Haunts Advertisers by Josh Bernoff with Jim Nail, Chris Charron, Ayanna Lonian

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Executive Summary

Three out of four national advertisers still plan to reduce spending when digital video recorders (DVRs) reach 30 million households; they expect DVRs to get here within five years. Advertisers say they want make-goods for skipped commercials and will shift marketing dollars to the Web. A startling 93% are interested in TV ads targeted at individual households.

TABLE OF CONTENTS

• Five Years Into The DVR Era, Advertisers Plan To Cut Back On TV Ads

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• Advertisers And Networks Must Adjust To The New Reality
• Related Research Documents

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