Among members of the American Advertising Federation, 76 percent feel DVR technology will lead to change in television advertising. Many (55 percent) stated non-traditional forms of advertising like product placement will grow but that the :30 will remain the mainstay of the medium. While 76 percent state the medium will see change, just 20 percent think the effect will be “dramatic” such as the death of the :30 MarketingVOX points out most members of the AAF are senior level marketing staff at brand companies who possess a certain level of “cluelessness” about new trends clinging, instead, to old models. This is, perhaps, why, as MarketingVOX claims, television buying rituals have not been affected much yet by this new technology.
