Death Of The 30-Second Spot?
Yahoo! News - Death Of The 30-Second Spot?
With DVR users skipping commercials, advertisers have been forced to get creative. The 30 second spot is starting to give way to product placement. This will become increasingly important over the next several months as more and more households acquire DVRs.
PVRs are in less than 5% of U.S. households today, but they're forecast to be in nearly 22% of homes by 2007, according to eMarketer. PVR users already skip 50% of commercials. That could equate to $6 billion to $8 billion in skipped TV advertising by 2007, says Ben Macklin, an analyst with eMarketer.
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