DVR Viewers Watch Commercials, Help Ratings
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]
Reader Comments (Page 1 of 1)
douggates5 said 5:14PM on 11-02-2009
Could it be we are conditioned to expect that break to get up and go to the bathroom or grab a sandwich?
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Chris said 5:23PM on 11-02-2009
More and more cable companies are giving DVRs to their customers. Is it not possible that the average consumer is ignorant of the commercial skip feature?
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ryaninc said 5:40PM on 11-02-2009
That is a very interesting idea, and probably true. Though, average consumers are used to VCRs, where fast forwarding through commercials was normal. So maybe they don't know about it, maybe they just don't care. Interesting thought.
As for me? All skipped. I'm actually going to spend the afternoon tomorrow setting up Media Center to skip commercials for me automatically. :-)
Lia said 1:34AM on 11-03-2009
I NEVER watch commercials on my DVR. I can't fast-forward through them fast enough. The DVR is a blessing because I don't have to watch the ridiculous commercials. I try to avoid watching live network TV because of the commercials.
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