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DVR Viewers Watch Commercials, Help Ratings

by Terrence O'Brien on November 2, 2009 at 04:42 PM

DVR Viewers Sitting Through Commercials, Saving Shows
It was once thought that DVRs would destroy television. The theory was that people would stop watching live TV, and, of course, skip all the commercials -- the primary revenue stream for TV networks. But, oddly, as DVRs become more commonplace, fewer DVR viewers are fast-forwarding through advertisements.

According to Nielsen, the number of homes in the U.S. with DVRs has jumped from 28-percent last year, to 33-percent as 2009 winds to a close. The real shock, though, is that 46-percent of viewers between 18 and 49 years old (the most important advertising block) are actually sitting through the recorded advertisements. This is contrary to research from Oliver Wyman published last summer, which found that 85-percent of DVR owners were skipping at least three-quarters of commercials.

Ironically, the DVR -- which was supposed to kill television as we know it -- has actually turned out to be a saving grace for many shows, rescuing programs that might otherwise be canceled and turning marginal hits into smash successes. For example, 'How I Met Your Mother' has seen only middling success in live views, but when counting DVR views over the three days following the original broadcast, is a legitimate hit. DVR views are also believed to be keeping the struggling 'Heroes' on air.

Now that TV outlets are learning that the DVR isn't the arch-nemesis they thought it was, perhaps we'll see them reconsider their stance on Web-based broadcasting, as well. After all, DVRs are sooo 2007; sites like Hulu are the real future. [From: New York Times]

Tags: advertising, dvr, Nielsen, study, top, tv, tv ratings, TvRatings

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