In response to the growing penetration of DVRs in U.S. homes, News Corp. (NWS-A) is trying to patent a technology that will allow ads to be inserted into their programming even days after the shows are recorded.
With the recent data coming out that DVR penetration in U.S. homes is larger than expected, it could be something advertisers would want to take a hard look at. Those that are especially working on a timetable would benefit strongly from this, as the technology would let the network update the ads on the recorded shows.
"When it comes to time-sensitive advertisers like retailers and movie studios, they have an immense concern about when people watch their ads," says Scott Haugenes, a senior vice president and group director at Interpublic Group's Initiative.
Fox is working with TiVo (TIVO) concerning a partnership using the technology.
It won't do anything to tackle the problem of forwarding through ads by consumers though.
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