Saul Hansell writes:
As the advertising and television industries debate how to measure viewers of shows watched on digital video recorders, the pioneering maker of the recorders, TiVo, is getting into the argument. It is starting a research division to sell data about how its 4.4 million users watch commercials — or, more often, skip them. ¶ The service is based on an analysis of the second-by-second viewing patterns of a nightly sample of 20,000 TiVo users, whose recorders report back to TiVo on what was watched and when. ¶ On average, TiVo has found that its users spend nearly half of their television time watching programs recorded earlier. And viewers of those recorded shows skip about 70 percent of the commercials, said Todd Juenger, TiVo’s vice president for audience research. ...
Link: New York Times.
See also, TiVo to measure ad skipping for networks, advertisers. Link: Ars Technica. --Dennis