n International Retail and Marketing Review - Marketing in the PVR Era - an exploratory study into changes in viewing habits and brand recognition of young adults in South Africa
|Article Title||Marketing in the PVR Era - an exploratory study into changes in viewing habits and brand recognition of young adults in South Africa|
|© Publisher:||MC Cant|
|Journal||International Retail and Marketing Review|
|Affiliations||1 University of Cape Town, 2 University of Cape Town, 3 University of Cape Town and 4 University of Cape Town|
|Publication Date||Jan 2011|
|Pages||54 - 72|
|Keyword(s)||Advertising awareness, Brand recognition, Media consumption, Personal Video Recorder, South Africa and Youth|
The Personal Video Recorder (PVR) appears to be having a profound effect on the viewing habits of young South African adults between 16 and 34 years of age. This exploratory study investigates the effect this technology is likely to have on the consumption of television content by considering both programming and advertising. If advertising becomes shunned, it may be more difficult for marketers to promote their brands through this mass media channel. The two main motivations to use PVR were found to be the desire for more control over one's television viewing, and the desire for instant gratification. Whilst the study found that respondents were very enthusiastic about 'zapping' advertisements, every cloud has a silver lining. The level of advertising awareness still remained high during fast-forwarding, therefore leading to brand recall. If the actual content within the advertisement is important, advertisers are advised to air their commercials during programming which is typically not recorded (e.g. news broadcasts or soap operas) or to strategically place their message at the start or end of the ad break. Nonetheless, it was found that new products and brands stand at a disadvantage in terms of gaining exposure within the PVR environment.
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