Big or Small- DVRs are Game Changing

I was a hold out. When DVRs first came on the scene, I refused to get one. Mostly because I didn't want TV to rule my existence. When I found out DVRs actually give you freedom, I broke down and got one. A few weeks ago, we became a two DVR household. That's right....two. As I am typing this now, I am tucked away in my own little space, watching my trashy reality TV that is too awful for our "main" DVR.

I write this because this week there has been a lot of research released regarding DVRs and the time shifting phenomenon. In five years, Interpublic Group of Co.'s Magna forecasts DVR usage will grow more than 70%, to 51.1 million U.S. TV homes. Tivo also just released a study stating that the majority of time shifting is occurring around the "Family Hour", or 7pm-8pm CST.

Creatives all over are starting to realize their campaigns need to take this trend into account. One second spots were all the buzz during the Super Bowl. I didn't actually see them- I guess I blinked.

But, locally, advertisers are getting creative as well. Fifteen second ads- bookended for example- are getting to be common place.

But because these are more and more common, creative is going to have to continue to evolve. Creative that delivers a message, even while fast forwarding, for example, should be something everyone considers.

I don't know about anyone else, but I watch more TV than ever. And, outside of news or sports, most of my viewing is time-shifted. But interesting creative still stands out. You can call me the Nannerpus, Nannerpus......