Time shifting and skipping ads on DVR’s is not as prevalent as previously believed
While data from Tivo showed that 70% of what TiVo owners watch is time shifted and that TiVo owners tend to fast forward about 70% of the ads when viewing pre-recorded content (see also Thomas Hawk for written report on the iMedia podcast where a Tivo representative discloses that data), new data released by Nielsen now shows that people who own DVR’s still watch 2/3 of the ads and that 50% of them watch their shows in real time.
That is quite a shift in less than one year…or could it just be that Tivo owners are more geeky than other DVR owners so that their data is skewed compared to the market averages?
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