Despite Jaffe's claim that PVR's is the end of the 30 seond ad. the opposite is true.
This is one of the results that come from understanding how the neurons in the brain work to lay down memories.
Rather than disinvesting in TV as a result of DVR's one should understand how to use this phenomenon in your media planning.
This was the basis of my talk at the Wharton Business School Conference. The talk was reported in the Journal of Advertising Research and in the Harvard Business Review.
The basic empirical reults has been reported in several journal papers.
The essence of the talk was delivered in a paper at the Wharton business School and can be downloaded here.
Possibly the most important talk television owners can give to advertisers.
