JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, has found that 53 percent of online Digital Video Recorder (DVR) subscribers used their DVRs to skip commercials. If these DVR households skip commercials 100 percent of the time, the cable and broadcast TV advertising revenue potentially at risk in 2006 would be $8 billion of the $74 billion TV advertising market.

As per a new report: "The DVR Dilemma: Managing Consumer Behavior," DVR users who skipped commercials report watching an average of 18 hours of television per week - not significantly more than viewed in non-DVR homes.

"Claims that DVRs tend to increase television viewing are not true across the board," said Todd Chanko, Analyst at JupiterResearch and author of the report. "Only for those homes that record and watch a show the same day or week does DVR use boost overall TV watching, from 17 hours a week for non-DVR homes to 20 hours a week".

JupiterResearch recommends that television networks and advertisers rethink programming and advertising strategies to cope with how DVRs are being used.



Posted by: Ryan    Source