DVR kill the TV-ad star? | The revolution that wasn't | The Economist

A timely TV reality check

“For quite a few years people thought it was going to mean the demise of the television business,” says Alan Wurtzel, president of research at NBC, an American broadcast network. Yet DVRs turn out to have done little damage. Indeed, DVRs (also known as personal video recorders, or PVRs) may even have protected television and made it more conservative.

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Families with DVRs seem to spend 15-20% of their viewing time watching pre-recorded shows, and skip only about half of all advertisements. This means only about 5% of television is time-shifted and less than 3% of all advertisements are skipped. Mitigating that loss, people with DVRs watch more television.

DVR kill the TV-ad star? | The revolution that wasn't | The Economist