Snappy newsletters. Simple Facebook sharing. Spirited comments. Sweet features are waiting… GET THEM NOW!

DVRs Aren't Killing TV, They're Saving It

Turns out nearly half of viewers don't skip commercials

By Nick McMaster,  Newser Staff

Posted Nov 2, 2009 5:57 AM CST
Email

(Newser) – A year ago, TV networks were terrified of the DVR. The devices allowed viewers to skip commercials on playback, and who, given the choice, would watch TV commercials? Lots of people, it turns out. TV watching is such an inherently lazy activity that many viewers can’t summon the energy to fast forward during breaks. In the key 18-49 age demographic, 46% watch all the ads during playback.

Add to that the fact that shows enjoy 7%-20% more viewings over three days of playback—the four big networks see an average 10% increase overall—and DVRs are a serious boost to the TV industry. One show not enjoying the fruits of the DVR revolution is NBC's beleaguered Jay Leno Show, which, due to its topical subject matter, gets relatively few playbacks, the New York Times reports.

In this Aug. 5, 2009, file photo, comedian Jay Leno attends the NBC Summer press tour party in Pasadena, Calif.
In this Aug. 5, 2009, file photo, comedian Jay Leno attends the NBC Summer press tour party in Pasadena, Calif.   (AP Photo/Dan Steinberg, File)
Introducing TiVo HD XL—the new DVR offering TV lovers up to 150 hours of HD recording
Introducing TiVo HD XL—the new DVR offering TV lovers up to 150 hours of HD recording   (PRNewsFoto/TiVo Inc.)
« Prev« Prev | Next »Next » Slideshow
To report an error on this story, notify our editors.
A snapshot of the day's best news stories.
 
COMMENTS
Showing 3 of 16 comments
Thaddeus
Nov 3, 2009 12:12 PM CST
Have the geniuses who run television ever been right about anything ever ? These people who said the DVR/VCR/Player Piano would destroy tv are still running tv.
phil
Nov 2, 2009 12:54 PM CST
you still see the brandnames as you zip through the ads. we are prob watching more ads not less. some ads seem designed to be zipped through as well.
Netstorm2k10
Nov 2, 2009 12:53 PM CST
After paying sixty plus a month for DirectTV, I don't feel an obligation to watch a dancing cornflake.

 
television • DVR • Nielsen • Nielsen Ratings • TV ratings • women's issues • The Jay Leno Show

More Newser Stories

Oprah Winfrey: Sorry for Begging for OWN Viewers

Fox News Tops Rankings for 10th Year

Idol Cruises Into 11th Season

NBC's Ratings Keep Sinking

Oprah Finale Draws Biggest Audience Since 1994
NEWS FROM OUR PARTNERS
Other Sites We Like:   24/7 Wall St.   |   Betty Confidential   |   BuzzFeed   |   Cracked   |   Fark   |   Timelines   |   The Frisky   |   Geek Sugar   |   NewsOne