DVRs Not Killing Commercials, According To Networks!

[Zim Hosein]

Earlier this month executives from CBS, NBC, ABC, Fox, UPN and WB announced jointly that their research efforts have indicated that people who use TiVos and other DVRs not only watch more television, but that some even watch the commercials rather than blasting right past them with the fast-forward button.

Their data reveals that people with DVRs spend 12% more time watching TV than people who don't own the hard-disc recorders. According to the networks, more than 50% of DVR users not only paid attention to commercials, but also recalled the ads they saw. On top of that, 53% of DVR users have hit the rewind button and gone back to ads they initially skipped through.

While it's not surprising that research sponsored by the networks would show that the commercials that pay their bills are still being watched, there may be something to it. Prime-time programs not only saw a 4% boost in viewers among DVR owners, separate research by Nielsen showed that 90% of DVR owners still watched shows at their designated broadcast time, commercials and all. And let me add that I've owned a DVR for years now, and it's not unusual for me to watch shows "live" or even rewind to a commercial I'd passed for a new movie or TV show that looks interesting.

The concern on the part of the networks is obvious: 8% of America's 110 million TV-owning homes now have DVRs, and that number is expected to more than triple to approximately 40 millions homes within five years. That means more than a third of the nation's TV households will have access to a fast forward button when watching recorded shows.

Early market research predicted that DVRs would be the death of commercials, and thus the current model of "free" TV. But it's now believed that the early data was skewed because it reflected the habits of techies and other early adopters, rather than more typical TV watchers.

DVRs Not Killing Commercials, According To Networks 😕

 

[iwearnosox]

I call shenanigans, I don't watch commercials. Ever.

Time for a poll zim. I want to see your pole.

 

[Atomicus]

Originally posted by: iwearnosox
I call shenanigans, I don't watch commercials. Ever.

Time for a poll zim. I want to see your pole.

Looks like you had a few too many 😉

 

[iwearnosox]

Originally posted by: Atomicus

Originally posted by: iwearnosox
I call shenanigans, I don't watch commercials. Ever.

Time for a poll zim. I want to see your pole.

Looks like you had a few too many 😉

The density of ATOT has reached critical mass, I fear it's collapsing in on itself.

 

[BornStar]

I still watch TV shows live but I never rewind to watch a commercial. Occasionally I'll forget to fast forward or something but that's fairly rare.

 

[mercanucaribe]

Leave it to Americans to watch MORE commercials with a DVR!

 

[FeuerFrei]

Yeah, I just fast forward through the show to the next commercial.
I'm all about commercials.

 

[DurocShark]

Maybe during super bowl... *shrug*

 

[Mday]

not to mention the networks get their $$$ from advertising.... =p

 

[Syringer]

Their data reveals that people with DVRs spend 12% more time watching TV than people who don't own the hard-disc recorders

Maybe because people who do watch more TV tend to own more devices relating to TV, like a DVR?

 

[BoberFett]

My DVR is through the cable company, so there is no forward skip. I fast forward through commercials, but have been known on occasion to back up and watch a commercial when a WTF Moment zips by.

I happen to love clever commercials. My current favorites are the Malibu rum commercials.

"That melon is for display purposes only."

and

"Oh man, it's total gridlock!"

never fail to crack me up.

 

[Rainsford]

Wow, yet another evil product that the entertainment industry is wrong about.

 

[Parrotheader]

You've got to consider the source. It's in their best interest to have the study say that advertising isn't diminished by DVRs. Advertising is where almost all their revenue comes from.

I work for an ad agency and we've seen plenty of reports to the contrary. TV advertising can still be very effective, but online is increasingly becoming a more important component in the advertising mix.

 

[Bateluer]

Hmm, everytime I used my TV tuner on my computer to record a show, I editted out the commercials after I was finished recording. Never watched them.

I pay attention to some commercials when I'm watching a real TV though, they just have to catch my eye or ear. Watching TV on the computer, however, means I have other things to occupy myself with, such as solitaire or the internet, that draw me away from the commercials.