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The Great Evasion: Will PVRs conquer the TVC?

MediaScience is the leading provider of lab-based media and advertising research, incorporating a range of neuro-measures including biometrics, facial expression analysis, eye tracking, EEG, and more. With state-of-the-art labs in New York, Chicago, and Austin, MediaScience is discovering actionable insights in advertising, technology, media, and consumer trends.

Dr. Duane Varan, the global authority of neuromarketing research, founded Audience Labs (formerly the Interactive Television Research Institute) during his tenure at Murdoch University in Perth, Australia, in 2001. In 2005, he launched the Beyond : 30 Project, a consortium exploring the changing media and advertising landscape, and in 2008, he was approached by Disney Media Networks to set up a dedicated custom research lab on a broader scale – and so MediaScience was born. Though he officially left Murdoch in 2015, he continues to maintain some research links with the University of South Australia and has been widely recognised for his innovative contributions to teaching and the neuromarketing industry as evidenced by a long list of awards and over 90 published academic papers in his field.

Below is an abstract from a paper Dr. Varan wrote about The Great Evasion: Will PVRs conquer the TVC? From the Marketing Magazine: Media Survival Guide.


Advertising agencies must respond to changes in television viewing patterns. The advent of new technologies – personal video recorders (PVR), internet protocol television, interactive television portable video and video-on-demand – has greatly affected media consumption. The PVR is particularly feared by advertisers. However, the existing PVR research is inconclusive as to the effects of the new technology. Data from Knowledge Network shows a 17 per cent increase in TV watching among PVR households.


Varan, D. (2006, October). The Great Evasion: Will PVRs conquer the TVC? Marketing Magazine: Media Survival Guide, pp. 154-157.