The goal of any televison ad buy is to reach the right audience at an affordable price. Another goal is to increase brand awareness at a national or local level on a different medium rather then print advertising or online advertising.

Let’s break down the pros and cons of the DVR from a media buying perspective.
PROS

1. Recorded shows allow the viewer to dissect the show and watch the same commercials over and over.
2. Audiences who couldn’t watch the show at a particular time will now be exposed to your advertisement
3. Residual exposure to the advertisement occurs when a viewer watches the same episode or movie more then once

CONS

1. Viewers can fast forward through your advertisement.
2. Re-design of  TV advertisements will be costly (we’ll explain later).
3. Your costly marketing dollars are wasted if your target audience does not see your ad.

Plans of action when purchasing your media buy:

The average viewer who fast forwards through a 30 second advertisement will see your ad for 3-5 seconds.  Therefore make sure your logo or product takes up 10%-30% of your advertisement.  Also make sure your logo or product take up the majority of the screen.   This may take some costly re-designing of your video advertisement but will ensure your advertisement gets across to your consumers.

The reasoning behind this tactic is to keep the viewers eye focused on the product or brand.  The viewer will be intently watching the TV tryin to fast forward until the second their favorite TV show appears again.  With a small view of your logo or product, your job for an TV ad buy has accomplished it’s goal.