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May 31, 2005
2007: The DVR Tipping Point
With more consumers using DVRs, the video distribution market is adjusting. Click through for the full report:
AS IF SPOTTING A COMET that's heading for earth at some future date, Forrester Research is predicting an ad-spending downturn to hit in 2007, when more than 50 million U.S. households will be using either digital video recorders or video-on-demand services. Helping to fuel the coming downturn, according to Forrester's survey, authored by analyst Eric Schmitt, television advertisers are frustrated with standard 30-second advertising because of audience fragmentation. In 1960, the average U.S. household had access to 5.7 channels; today the same home has more than 100. Secondly, ads are becoming more expensive, Forrester found. Between 1995 and 2003, the cost to reach 1,000 TV viewers in prime time increased 68 percent.
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Posted on May 31, 2005 04:34 PM by televi244.
Filed in Reports by Consumers under television.
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