Americas, Special Report, Entertainment

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Those that do will continue to watch a healthy portion of their programming "live." Some ads will be fast-forward victims, but if they're designed correctly, with images placed in the center of the screen, they will still influence buying behavior. It should also be noted that DVRs actually increase the amount of television being watched because they allow consumers to record. Watch shows that they may have been forced to miss before they owned a DVR. Any way you slice it, the bottom line seems clear: TV advertising won't be on a deathbed anytime soon. Recent statistics published in Ad Age bear this out. In 2009, U.S. ad spending fell almost 12 percent, the biggest drop since the Great Depression. Much of this falloff, however, was due to the general recession, not DVR use. In 2010, ad spending experienced 5.9 percent growth. All of this is good news for TV ad execs. The icons they create. We can expect to have the smooth-talking GEICO gecko in our living rooms for the next several years.




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