We reported earlier this month about a study on DVR usage by Palisades MediaGroup and The Nielsen Company. Here’s some more findings from the study.
The study found, on average, DVR owners watch almost 75% of all programs recorded within 24 hours. The company analyzed Fall 2007 Nielsen Company data, finding that less than half of DVR users skipped ads during playback.
Within 3 days, over 90% of all time-shifted primetime television programming had been viewed. Thus, DVR usage isn’t making a significant impact on ratings — at least not yet. According to Susie Thomas, Senior Vice President, Director of Research and Insights at Palisades MediaGroup:
Nielsen estimates DVR penetration to be at 20%, up from 12% in January of this year [2007]. While this is a good-sized increase, the impact on viewership remains minor.
What’s surprising is that viewing in DVR households varies by programming type. Syndicated (full day) and Cable (primetime) programs are watched live 84% and 85% of the time, respectively, compared to just 58% of the time for Broadcast (primetime) television. Those numbers increase to 93% and 94% for Cable and Syndicated programming when viewing is “live and same day”. For Broadcast TV, “live and same day” viewing is still lower, coming in at 79%.
It’s interesting that there’s so much live Cable and Syndicated program viewing in DVR households as opposed to Broadcast (primetime) television. What’s remarkable is the lack of commercial skipping reported.
How many DVR-recorded shows do you watch within 24 hours?
Do you skip ads during playback?
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