page_title: Television advertisement
section_title: Digital television recorders and advertisement skipping
hierarchical_section_title: Television advertisement / TV advertisement trends / Digital television recorders and advertisement skipping
caption_attribution_description: Photo by Sports Fan taken at Bahrain GP 2006
context_page_description: A television advertisement is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product or service. Advertisers and marketers may refer to television commercials as TVCs.
  Advertising revenue provides a significant portion of the funding for most privately-owned television networks. During the 2010s, the number of commercials has grown steadily, though the length of each commercial has diminished. Advertisements of this type have promoted a wide variety of goods, services, and ideas ever since the early days of the history of television.
  The viewership of television programming, as measured by companies such as Nielsen Media Research in the United States, or BARB in the UK, is often used as a metric for television advertisement placement, and consequently, for the rates which broadcasters charge to advertisers to air within a given network, television program, or time of day.
  In many countries, including the United States, television campaign advertisements are commonplace in a political campaign.
context_section_description: After the video cassette recorder (VCR) became popular in the 1980s, the television industry began studying the impact of users fast-forwarding through commercials. Advertising agencies fought the trend by making them more entertaining. The introduction of digital video recorders (also known as digital television recorders or DTRs), such as TiVo, and services like Sky+, Dish Network and Astro MAX, which allow the recording of television programs into a hard drive, also enabled viewers to fast-forward or automatically skip through advertisements of recorded programs.
  At the end of 2008, 22 per cent of UK households had a DTR. The majority of these households had Sky+ and data from these homes (collected via the SkyView panel of more than 33,000) shows that, once a household gets a DTR, they watch 17 per cent more television. 82 per cent of their viewing is to normal, linear, broadcast TV without fast-forwarding the ads. In the 18 per cent of TV viewing that is time-shifted (i.e. not watched as live broadcast), viewers still watch 30 per cent of the ads at normal speed. Overall, the extra viewing encouraged by owning a DTR results in viewers watching 2 per cent more ads at normal speed than they did before the DTR was installed.
  The SkyView evidence is reinforced by studies on actual DTR behaviour by the Broadcasters' Audience Research Board (BARB) and the London Business School.
caption: Though advertisements for cigarettes are banned in many countries, such advertising could still be seen in the sponsorship of events such as auto racing.
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