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The Digital Video Recorder (DVR)/Personal Video Recorder (PVR) is the television experience of tomorrow, today. Mediaedge:cia forecasts that PVR penetration will exceed 30% by 2010.

To date, findings on the PVR effect have been based on so-called 'early adopter' behaviour. Viewing level increases and routine ad skipping are the most popular findings from this audience.

MEC MediaLab - Mediaedge:cia's specialist research division - undertook a UK study to discover whether these trends would be replicated as the rest of us begin to use DVRs/PVRs.

Whilst majority PVR adoption won't be a nail in the coffin of 30 second spot ads, there's 'no going back' to strategies comprised solely of linear 30 second spots.

We outline a number of practical commercial strategies that advertisers can adopt to engage viewers within this environment.