Comments on: Forecasts for DVR and Video On Demand Adoption http://tvbythenumbers.com/2008/12/04/forecasts-for-dvr-and-video-on-demand-adoption/9202 Nielsen TV Show Ratings, Data and More Sat, 21 Nov 2009 21:00:06 -0800 http://wordpress.org/?v=2.8.6 hourly 1 By: clutz12001 http://tvbythenumbers.com/2008/12/04/forecasts-for-dvr-and-video-on-demand-adoption/9202#comment-38798 clutz12001 Fri, 05 Dec 2008 19:24:10 +0000 http://tvbythenumbers.com/?p=9202#comment-38798 Thanks, Bill. I gather that's what they are saying. If I were in advertising, I might be investing more $$$ in cable while pushing the networks to lower their ad rates :) Thanks, Bill. I gather that’s what they are saying. If I were in advertising, I might be investing more $$$ in cable while pushing the networks to lower their ad rates :)

]]> By: Bill Gorman http://tvbythenumbers.com/2008/12/04/forecasts-for-dvr-and-video-on-demand-adoption/9202#comment-38761 Bill Gorman Fri, 05 Dec 2008 17:44:01 +0000 http://tvbythenumbers.com/?p=9202#comment-38761 clutz, as far as broadcast network prime time, the facts are pretty clear, it's now well below 50% of prime time TV audiences and declining vs. cable which continues to increase. http://tvbythenumbers.com/2008/12/03/updated-where-did-the-primetime-broadcast-audience-go/9079 I think what MAGNA's saying is that while DVR use is eating into that broadcast primetime audience, that audience isn't as important as it once was, so it's not as big a deal. clutz, as far as broadcast network prime time, the facts are pretty clear, it’s now well below 50% of prime time TV audiences and declining vs. cable which continues to increase.

http://tvbythenumbers.com/2008/12/03/updated-where-did-the-primetime-broadcast-audience-go/9079

I think what MAGNA’s saying is that while DVR use is eating into that broadcast primetime audience, that audience isn’t as important as it once was, so it’s not as big a deal.

]]> By: clutz12001 http://tvbythenumbers.com/2008/12/04/forecasts-for-dvr-and-video-on-demand-adoption/9202#comment-38732 clutz12001 Fri, 05 Dec 2008 13:47:19 +0000 http://tvbythenumbers.com/?p=9202#comment-38732 "Of course, while DVRs will continue to disproportionately impact younger target audiences and network prime time, the aging of our society and the gradually eroding importance of network prime time will likely render such targets incrementally less important in the years ahead." Am I reading this correctly? Is Magna indicating that "younger audiences" and "network prime time" are two advertising targets that are becoming a little less important over time? So does that mean DVR impact won't matter too much, because the people (markets) using DVR's are becoming less important? By the way I'm reading this, media advertisers who are ahead of the curve won't be relying on the 18-49(younger), broadcast-network, prime time demographics as their be-all and end-all metric. They'll start looking for better ways to penetrate the desired market spaces now...staying ahead of the game. “Of course, while DVRs will continue to disproportionately impact younger target audiences and network prime time, the aging of our society and the gradually eroding importance of network prime time will likely render such targets incrementally less important in the years ahead.”

Am I reading this correctly? Is Magna indicating that “younger audiences” and “network prime time” are two advertising targets that are becoming a little less important over time? So does that mean DVR impact won’t matter too much, because the people (markets) using DVR’s are becoming less important?

By the way I’m reading this, media advertisers who are ahead of the curve won’t be relying on the 18-49(younger), broadcast-network, prime time demographics as their be-all and end-all metric. They’ll start looking for better ways to penetrate the desired market spaces now…staying ahead of the game.

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