Some DVR Owners Like Watching Ads
Despite general perceptions that the DVR and video on demand were the nails in the coffin for the traditional TV model and the :30 spot, a new report from Nielsen Media shows that almost a quarter of the ads recorded by DVRs actually get watched.
I’ll admit it surprised me. I’ve had TiVo for years, and in my house we skip right through the commercials. But a Nielsen Media Research study showed that:
“During the first 27 hours after being recorded, primetime broadcast commercials gain 16% in ratings among viewers age 18-49 in households with DVRs, with the total increase reaching 22% after seven days. This compares to a 35% increase in ratings for broadcast programs during the first 27 hours after the original telecast and a total increase of 47% after seven days.”
So it’s not all gloom and doom for the traditional television advertising model, which is good news considering that DVRs are gaining in popularity.
eMarketer estimates that over a third of US households will have the devices by 2010.
This post was written by: Kim Mickelsen