Study: DVRs 'Recapture' 96% Of TV Ad Zapping

Study: DVRs 'Recapture' 96% Of TV Ad Zapping
. Digital video recorders (DVR) typically are seen as the ultimate threat to TV advertising, giving consumers unsurpassed control over what they choose to watch or not watch on their TV sets, including TV commercials. And while it is true that most DVR subscribers do fast-forward through TV commercials when watching programming in replay mode, new research indicates that the net effect of DVRs actually increases the likelihood that viewers will see a TV commercial not decrease it. ¶ The report, "Demystifying Digital Video Recorders," jointly published by InsightExpress and MediaPost, was based on multiple online surveys of DVR and non-DVR adopters, and finds that DVRs create incrementally higher opportunities for viewers to watch TV advertising than those viewers who do not use DVRs. The main contributors to this incremental boost are the fact that DVR subscribers have a higher satisfaction level with TV and typically spend 24 percent more time watching TV during an average week. [MediaPost]