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Studios Balk At Paying For DVR Ads

Ad Age, Friday, June 1, 2007 11:30 AM

Media buyers are saying that a handful of movie studios and retailers -- those running ads that urge consumers to take immediate action -- are not happy to pay to reach audiences that watch ads via DVR, often several days after they air.

That resistance could only slow the upfront market further as the TV networks try to deal with advertisers' varying needs. "For the studios, the commercial message is timely. It has to be day-specific," says Jeff Robinson, senior vice president-national television, Palisades Media Group. "That's the reason for the reluctance."

Nets can't afford not to accommodate them: National and local spot TV spending by studios was up 16.9% to $379 million last year, according to TNS Media Intel.

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