The viewing of ads on TV will drop 50% by the end of the next decade, according to a new study by Forrester Research. Forrester bases the dire prediction on the advent of personal video recorders, which it claims will be nearly ubiquitous by 2010. PVRs are electronic consumer devices that store programming on a hard drive and feature fast forwarding, reverse and pause, allowing consumers to skip through commercials. "Every consumer electronics vendor has a PVR device in the lab," the study said.
Copyright March 1999, Crain Communications Inc.