A study conducted by the Stichting Kijkonderzoek (SKO) in the Netherlands estimates that 28 percent of Dutch households has a DVD or hard disk recorder that allows people to view TV shows and movies whenever they want, and skip advertisements. One quarter of households already has a flat screen TV. Digital TV is growing as well: 8 percent of households have a satellite dish and 4.6 percent have a subscription to Digitenne (KPN Telecom’s digital TV service).
Watching TV via the computer has already increase dramatically. At the end of last year 17 percent watched one or more TV programs on the computer. This is 5 percent more than the year before.
As more people are able to skip ads and watch TV on demand, where does a company that sells detergent advertise? How do brands that traditionally have managed to force people to watch their ads on TV deal with the new reality?
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