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Report: DVR Usage Up, Ad-Skipping an Issue

11 Dec, 2007 By: Erik Gruenwedel

"Survivor: China" is among the top shows recorded on DVR played back the same day.

The news for television advertisers in the age of the digital video recorder (DVR) remains a mixed bag, according to a new study.

The report cited data from Nielsen Media Research that said DVR household penetration has reached 20%, up from 12% in January.

The study by Palisades MediaGroup found that more than 50% of recorded primetime programming was viewed the same day it was recorded. Playback has resulted in a 15% increase in ratings from the original “live” broadcast to “live-plus-seven” (LPS) viewing.

Live-plus-seven includes viewing of programming at its original airing plus a week of DVR playback. Without LPS, network ratings would reportedly be down 12% this year.

Among the Top 10 prime time TV shows recorded on DVR, CBS' “Survivor: China” showed 58% same-day playback, compared to 27% for CW's “Reaper.”

The report concluded that fast-forwarding through TV ads remains an issue but it found that not all viewers skip the ads. Indeed, fewer than 50% of viewers of recorded programming skip the ads.

“Of course there are fluctuations when looking at the data program-by-program,” said Susie Thomas, SVP, director of research and insights at Palisades. “But overall DVR usage is not dramatically cutting into live viewing.”

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