Study Shows DVRs Increase Commercial Views

New research shows that increased DVR usage actually increases the likelihood that viewers will see a TV commercial.

The report, “Demystifying Digital Video Recorders,” published jointly by InsightExpress and MediaPost finds that DVRs create more opportunities for viewers to watch TV advertising than those who do not use DVRs. The reason for this is that DVR users watch more hours of TV and are exposed to more ads – even while they are fast-forwarding. The report suggests that DVR users watch about 24 percent more TV than non-DVR users.

According to MediaPost, the research also concludes that DVRs “recapture” TV commercial exposures that otherwise would have been missed by non-DVR viewers. The study estimates that 51 percent of non-DVR viewers miss TV commercials by changing the channel. However, 96 percent of those viewers actually watch TV commercials when they become DVR subscribers, albeit in fast-forward mode.

Link provided by Gizmodo.