Wayne Friedman writes: "... Seemingly defying current conventional wisdom, Alan Wurtzel, president of NBC Universal Television Research and Media Development, said the problems with commercial avoidance were worse in non-DVR homes than in DVR homes. For some time, advertisers have been concerned that DVR users who fast-forward through commercials will become a major problem for advertisers' media plans in the future. ¶ Wurtzel said the loss in commercial effectiveness was currently just under 7 percent in non-DVR homes, as compared to about 3 percent in DVR homes. The explanation focuses on old technology--regular TV remote devices. Television viewers have used TV remotes for years to avoid commercials--changing channels, muting, etc.--and TV remotes are in many more homes than DVR machines. ..." Link: MediaDaily News.