DVRs Already Undermining TV Ads in Japan
As any regular reader of BBB is aware, Japan is the mirror that the rest of the industrialized world looks at when it wants to see its own future (minus the extraneous tentacles of course):
Throughout August, 133 Japanese TV stations are airing commercials to promote the importance of…commercials. Japanese advertisers, like those in the U.S., worry about growing use of digital video recorders, now in 15% of Japan’s homes. By letting users skip ads, DVRs have knocked $489 million off the value of commercials to advertisers, says the Nomura Research Institute. To win back advertisers, the National Association of Commercial Broadcasters in Japan named Aug. 28 TV CM (commercial) Day. In one spot, a singer Aya Matsuura works a puppet that says, ‘Commercials are fun, aren’t they?’ adding, ‘It’s ventriloquism, so of course I’m made to say so.’ Viewers, of course, may skip these ads, too.
Interesting to note that DVR penetration is about double that of the U.S. market so you TV execs should start planning accordingly. I wonder if Aya Matsuura’s puppet resembles something similar to the pets.com sock puppet because that would be awesome.
OK. Here comes the BBB official prediction: in order to compensate for lost 30-second spot revenue the entire model of TV will change to a PPI system (Product Placement and Integration). Remember the Texaco Star Theater that aired back in 1947? TV is going to start going back in time, to the land before 30 second spots.
The trackback URL for this entry is:
Trackbacks:
Comments:
Next entry: TiVo won't save certain shows
Previous entry: The Future of Theatrical Windows
