[The Nielsen data come from devices that monitor actual behavior in the home, as opposed to self-reports in surveys or viewer diaries, so it is hard to quarrel with the data. But I use the "skip ahead 30 seconds" button on my DVR to avoid commercials whenever possible. Avoiding annoying commercials is reason enough to do this. But there is also a great time savings. By skipping commercials I can watch a 1hr TV show in 42 minutes. And I maintain narrative continuity, which adds a lot to the entertainment value.]
Hey, DVR Viewers Watch the Ads! By Phillip Swann TVPredictions.com http://www.tvpredictions.com/nielsen122210.htm Washington, D.C. (December 22, 2010) -- Guess what? The Digital Video Recorder didn't kill the TV commercial and ruin the networks after all. In fact, a new Nielsen survey says that among 18-49 year-old DVR owners, recorded playbacks actually increase TV commercial ratings by 44 percent three days after the initial broadcast. Among all 18-49 viewers (DVR and and non-DVR homes), the DVR has increased commercial ratings by 16 percent. The news may come as a shock to advertisers (and some network executives) who have argued for years that DVR owners would skip the commercials while watching their recorded shows. Some industry officials even urged DVR companies and TV providers to strip the DVR of its fast-forward feature. But the Nielsen survey suggests that the DVR could actually help the networks generate more advertising revenue. Nielsen does acknowledge that the DVR, which is now in 38 percent of U.S. homes, could still pose a threat to the networks. "On the one hand, DVRs enable TV networks to hold on to viewers who use timeshifting to watch their favorite shows when it is convenient for them and who might otherwise seek alternate ways to watch programming – or not watch at all," Nielsen says in a blog at its web site. "On the other hand, DVRs allow viewers to skip content that doesn’t interest them, including commercials, potentially undermining TV’s longtime ad-supported business model." But the media measurement firm reiterated that "viewers do watch commercials on their DVRs." The survey also found that: * When DVR playback is included in viewing totals, DVR households watch more primetime programming than non-DVR households. * Overall, 49 percent of time-shifted primetime broadcast programming is played back the same day it was recorded and 88 percent is played back within three days. * DVR playback peaks at 9 p.m. and 10 p.m. -- ======================================== George Antunes, Political Science Dept University of Houston; Houston, TX 77204 Voice: 713-743-3923 Fax: 713-743-3927 Mail: antunes at uh dot edu _______________________________________________ Medianews mailing list [email protected] http://lists.etskywarn.net/mailman/listinfo/medianews
