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Advertisers Getting Creative to Beat Out the DVRs

Advertisers Getting Creative to Beat Out the DVRs



Estimated read time: 2-3 minutes

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Paul Nelson, KSL Newsradio More people are finding ways to ignore commercials during their favorite shows, and that has advertisers nervous. So, how are they trying to adjust?

It's one of the selling points of Tivo or a DVR (digital video recorder) system. You can record your favorite shows and fast forward through any annoying commercials. So, how many people do this?

A recent report from Nielsen Media Research says 17 percent of all American homes have a digital recorder, and 60 percent of those people skip through ads. How many times would people say they stop and rewind to see a commercial they like?

One person answers, "Once in a great while, I'll go back and watch a commercial, but it's rare."

So, what are advertising executives doing to make this rare commercial that people actually want to watch? Well, for one thing, some of them are trying to make commercials look less like commercials.

"There is this trend of creating a mini-drama or a mini-comedy series, so if you see one spot, you want to see the continuation of that spot. You want to see the ext phase of it," says Richter 7's Partner Peggy Lander. She says the old methods of advertising as we know them are slowly dying and that people are using web services and sites like youtube.com to filter which ads they want to see. The rest, they ignore.

"Sometimes advertisers kill us with frequency. The message isn't creative, it isn't compelling but if we see it enough, it's going to make a difference. We're going to notice their product," Lander says.

According to Lander, "Some commercials are so bad they actually get attention, too." She says sometimes advertisers make lame looking commercials just so we'll talk about how lame they are.

Along with these mini-dramas or comedies, some networks are holding mini contests during commercial breaks. Court TV is expected to come out with a mini-mystery where someone could win $25,000. The only clues to the mystery come during the commercial breaks.

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