Editing Television advertisement (section)

===Digital television recorders and advertisement skipping===
[[File:Marlboro-Ferrari.jpg|thumb|Though advertisements for cigarettes are banned in multiple countries, with [[Cigarette advertising in Indonesia|the notable exception of Indonesia]], such advertising could still be seen in the sponsorship of events such as auto racing during much of the late 20th century and during the 2000s]]

After the [[video cassette recorder]] (VCR) became popular in the 1980s, the television industry began studying the impact of users [[fast forwarding|fast-forwarding]] through commercials. Advertising agencies fought the trend by making them more entertaining.<ref name="deatley19850907">{{cite news | url=https://news.google.com/newspapers?id=lc8vAAAAIBAJ&pg=5630%2C870934 | title=VCRs put entertainment industry into fast-forward frenzy | work=The Free Lance-Star | date=September 7, 1985 | agency=Associated Press | access-date=January 25, 2015 | author=De Atley, Richard | pages=12–TV}}</ref> The introduction of [[digital video recorder]]s (also known as digital television recorders or DTRs), such as [[TiVo]], and services like [[Sky+]], Dish Network and Astro MAX, which allow the recording of television programs into a [[hard drive]], also enabled viewers to fast-forward or [[Commercial skipping|automatically skip through advertisements]] of recorded programs.

At the end of 2008, 22% of UK households had a DTR. The majority of these households had [[Sky+]] and data from these homes (collected via the SkyView<ref>{{cite web |url=http://www.skymedia.co.uk/Audience-Insight/skyview.aspx |title=SkyView |publisher=Skymedia.co.uk |access-date=September 1, 2013 |archive-url=https://web.archive.org/web/20130903074734/http://www.skymedia.co.uk/Audience-Insight/skyview.aspx |archive-date=September 3, 2013 |url-status=live |df=mdy-all }}</ref> panel of more than 33,000) shows that, once a household gets a DTR, they watch 17% more television. 82% of their viewing is to normal, linear, broadcast TV without fast-forwarding the ads. In the 18% of TV viewing that is time-shifted (i.e. not watched as live broadcast), viewers still watch 30% of the ads at normal speed. Overall, the extra viewing encouraged by owning a DTR results in viewers watching 2% more ads at normal speed than they did before the DTR was installed.

The SkyView evidence is reinforced by studies on actual DTR behaviour by the [[Broadcasters' Audience Research Board]] (BARB) and the [[London Business School]].