Does DVR use impact television advertising?

While television is entertainment to most Americans, it is a communication tool used to establish a consumer relationship in the hopes of a high return for advertisers.  With television, the advertiser can target a very specific consumer that is most likely to purchase its products.  Nevertheless, what happens to the advertiser’s dollar when the consumer has the ability to ignore the advertisements specifically targeted for them?

With DVR capabilities, the question becomes “should you continue to spend the bulk of your advertising dollars on television ads.  Randall Beard, Global Head of Advertiser Solutions for Nielsen believes you should.  Beard reports that, “TV remains the most important and cost-effective advertising medium for companies looking to reach new consumers, especially in booming emerging markets.”  Explaining further that “[the choice] is clear with USD 6.50 of every ten dollars [that is] being spent on television,”[1]

I cannot tell you how many times I have used the DVR to record my favorite show so that I can watch it uninterrupted from those pesky commercials and annoying advertisements.  Nevertheless, more times than not, I find myself mid-commercial break wondering, “Why am I watching Flo dismantle Flo-bot instead of my favorite show?”  Especially, when I have a perfectly good fast-forward button at my fingertips.  Not only have I recorded my favorite show to watch at a more convenient time, apparently I have recorded the commercials, which were specifically targeted for me, to also watch at a more convenient time.

So, does the “DVR effect” really make an impact on advertising dollars?  Maybe, but not necessarily in a bad way.  The commercials that are aired during a viewer’s favorite show are likely to have reached the viewer during the regular programming.  In addition, if the viewer has missed the regular programming the advertiser has a second chance (with the same ad dollar) at reaching its targeted viewer.  Especially, if most viewers are like me, they have that momentary television lapse of watching the commercials although they have the ability to zoom right through.

Two for the price of one is always a great deal.  If you do not reach the viewer the first time, you have a second chance, which is a bonus to your television advertizing dollar.  I chalk it up as a win-win.  The consumer gets the feature of recording their favorite show and its accompanying commercials, which may be aired during an inconvenient time and would have otherwise been missed anyway, and the advertiser gets two chances to reach its viewer.

In response to Technology for


In a presentation to advertisers, Ted Harbert, the chairman of NBC, expressed his distaste over using DVRs to skip commercials by saying, “This is an insult to our joint investment in programming, and I’m against it.”

Harbert is expressing an industry-wide phobia among broadcast networks, but what do you think?

[1] Nielsenwire, Global Ad Spend Up 8.8% in Q1 2011 as Advertisers Increase TV Spend, Retrieved 10/05/2012.

Author Describes Clash of Titans Jefferson and Marshall in The Treason Trial of Aaron Burr – Books – ABA Journal

Marbury v. Madison may have been their first major legal battle, but President Thomas Jefferson and Chief Justice John Marshall clashed again in the treason trial of former Vice President Aaron Burr.

Burr may now be known best for his fatal duel with Alexander Hamilton in 1804, but by 1807 he was on trial for a plot that may (or may not) have involved fighting a private war against the Spanish; convincing the Western states to secede; and a mysterious cipher letter delivered by a “scoundrel” general into Jefferson’s own hand. In a trial lasting seven months, some of the new nation’s most skilled lawyers fought to define habeas corpus rights, the separation of powers and the constitutional definition of treason.

Professor R. Kent Newmyer reveals all these events in his new book, The Treason Trial of Aaron Burr: Law, Politics, and the Character Wars of the New Nation. He joined The Modern Law Library podcast to discuss his book with ABA Journal Web producer Lee Rawles. The Jefferson/Marshall showdown at what some call the greatest criminal trial in American history almost never came to be; Newmyer shares that Chief Justice Marshall presided over the trial in Richmond, Va., only because in those days Supreme Court justices were expected to ride circuit. He also discusses some of the legal minds who were involved in the trial, including a man named (confusingly) Luther Martin.  Author Describes Clash of Titans Jefferson and Marshall in The Treason Trial of Aaron Burr – Books – ABA Journal.

Florida Is 6th Worst Toxic Polluter from Coal-Fired Power Plants Despite Natural Gas Gains

Published by FlaglerLive | August 9, 2012

Florida is the 6th worst state in the nation when it comes to exposing residents to toxic air pollution from coal-fired power plants, according to an analysis released today in Florida by the Natural Resources Defense Council (NRDC).

Florida’s electric sector ranked 6th in industrial toxic air pollution in 2010, emitting nearly 16.7 million pounds of harmful chemicals, which accounted for 57 percent of state pollution and about 5 percent of toxic pollution from all U.S. power plants.

Florida ranked 15th among all states in industrial mercury air pollution from power plants, with about 1,710 pounds emitted in 2010, which accounted for 75 percent of state mercury air pollution and 3 percent of U.S. electric sector mercury pollution. Mercury contaminates fish and is most commonly absorbed by humans through fish consumption. Mercury poisoning can impair vision, speech and coordination, and lead to severe birth defects or worse.

On the national level, the report found a 19 percent decrease nationally in all air toxics emitted from power plants in 2010, the most recent data available, compared to 2009 levels. The welcomed drop, which also includes a 4 percent decrease in mercury emissions, results from two key factors. One is the increasing use by power companies of natural gas, which has become cheaper and is cleaner burning than coal; the other is the installation of state-of-the-art pollution controls by many plants–in anticipation of new health protections issued by the Environmental Protection Agency.

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