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.