In a new study released during the opening session of the Cabletelevision Advertising Bureau's local sales management conference Sunday, Ed Gordon, director of local and affiliate research at ESPN, reported that 57 percent of the  households that participated in a special trial elected to return their DVRs. ...¶... Conducted in 2004 by Horowitz Associates for ESPN, the study was designed to shed some light on how DVRs influence advertising acceptance. A third of those surveyed said they did not skip past the ads ("sometimes it's too much work to fast forward," one respondent complained), while those that did suggested that they continued to watch commercials that are relevant to their particular interests. ... Link: MediaWeek.
But also see this: TV Time-Shifting on the Rise: Worldwide PVR
Unit Shipments More Than Double in 2004. Consumers are becoming increasingly familiar with the concept
of time-shifting their television programming, and both pay-TV service providers
and Personal Video Recorder (PVR) product manufacturers are reaping the
benefits. Demand for PVR products increased tremendously during the past year,
as unit shipments rose from 4.6 million in 2003 to over 11.4 million in 2004.
Leading the surge in unit shipments were products designed for satellite TV
subscribers and for consumers wanting a DVD recorder with an integrated hard
disk drive. ... Link: In-Stat.