DVR: more friend than foe to TV ads?

UK and US viewing research data suggests that DVRs may not be the ad-killers once feared. However, as mainstream consumers become more used to DVRs, this positive outlook may be replaced by a more pessimistic scenario in which overall TV ad viewing will decline after all. The ad industry must now work with set-top makers to include applications to deliver targeted spots and other functions which will make TV advertising more effective.