Hardie plays down threat from PVRs

Europe Walt Disney Television International managing director John Hardie dismissed the threat of personal video recorders (PVRs) to advertisers at Marketing Week‘s TV 2004 yesterday (Tuesday).

Hardie said: “Reports of the television advertising industry’s death have been greatly exaggerated.”

Hardie claimed that this negative effect will be offset by an increased viewing of advertising in multi-channel homes with advertising making up three per cent of viewing in Freeview homes and nine per cent in Sky Digital homes, compared with only two per cent in terrestrial only homes.

Research conducted by his company showed that 30 per cent of viewing for those with Sky+ is recorded viewing, compared with one per cent in Freeview and Sky Digital homes and three per cent in terrestrial homes.

The research also showed that Sky+ homes are most likely to fast forward ads when watching recorded TV. 98 per cent of ads are skipped.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here