eMarketer: Ad Pros See Bigger DVR Effect

A poll by the American Advertising Federation (AAF) showed that 76 percent of the high level marketer trade group's members think that Tivo and other digital video recorders (DVRs) will make at least a significant impact on the industry's current reliance on the :30 TV commercial. AAF members are typically the very highest level of marketing staff at brand companies, and as a result often exhibit a cluelessness about new developments in the reality of media buying trenches. Typically, this group shows a long lag effect in the recognition of trends already underway, but sometimes - as may be in this case - they can buy into a much-hyped theory before it appears as reality, if ever, underneath them. To date, DVRs have not had much of an effect on ancient and hallowed television buying rituals.