DVR viewing data indicates many viewers don't fast forward commercials

TV Execs Figure Out DVR Isn't The Death Of TV After All [Silicon Alley Insider]

A few years ago with digital video recorders coming into vogue, many broadcast television executives expressed a nervousness about how the future of ad-supported broadcast TV would be affected if viewers could simply record and fast-forward past the commercial breaks. But, as it turns out, they probably didn't have much to be concerned about. The New York Times reports that Nielsen data shows that DVR viewers are increasingly not fast-forwarding past the commercials (with the exception of my wife). And, the kicker is that DVR playback rates are increasing the ratings of some shows more than 20 percent over the live viewership.

Nielsen switched the way it measured television viewing a couple of years ago by tracking not only live views of commercials, but those watched in the next three days via DVR. Today, over one-third of American households have at least one DVR. Those in the network television business openly voiced concerns about the new measurements having a negative impact on show ratings - the yardstick for the cost of advertising on the shows - because viewers had the ability to skip the commercials with DVR technology.

But, it appears that many viewers are accustomed to simply watching television shows without going to the hassle of hitting the fast-forward button every time a commercial comes on. Nielsen reports that 46 percent of DVR television viewers 18 to 49 watch the recorded commercials, and it's that viewership that is helping shows that might otherwise have poor to middling ratings with live viewership report respectable if not great ratings via their recorded viewership.

Comments

[Mkoven]

the above comments are correct, however that does not cover half the problems i have experienced with the insight dvr box. i've now waited at home 4 separate days waiting for insight contractors to install what turns out to be a broken dvr. the problems are so numerous it's not worth trying to list all the frustrations. my question , how does insight get away with delivering inferior service ? my answer, they have a monopoly so they could care less.

[Paul Gryce]

this is great. On Insights own site they can figure out how to fix their own system. I called again this morning about the fast forward to the end issue. They have been "working on it" for 5 months now. These guys have no clue. I am paying $360 per year to rent two DVRs. I am going to look at Tivo.

[Jason Stiles]

Yeah, I hate my insight DVR. Yeah its better than nothing but having owned a TiVo in the pre-HD days I am spoiled to having buttons that respond when you press them. Silly me.

Come Mike, ditch the junk box motorola garbage and come with something good for a DVR. Hell pony and license TiVO.

[Jonathon]

I agree, I have an insight cable DVR, and a TIVO. I never use the insight DVD as a DVR as it sucks the TIVO is much better. I am considering dropping the insight DVR and getting a second TIVO as it would be better and cheaper (just no On-Demand). Good thing TIVO has netfix.

[Jeff]

I have the same issue with my DVR box. You will hit fast forward and it will not respond. so you hit fast forward again and again with no result. Then 2 seconds later the box starts to fast forward and it has a delay when you hit stop or pause and you have already skipped to the end of the show. I have called insight before and they suggest unplugging the box, waiting a few mintutes then powering back up. (Which is exactly what I wanted to do when I sat down to watch TV. Pull everything out and spend time with tech support) It happens again and they schedule a tech to check your box (which means clear a day so you can wait between 8-2 or 2-7) just so they will end up giving you another busted box. I wish I could charge $15 a month for s#!t cable boxes.)

I do not know a single person that does not have this issue with Insight Motorola DVR boxes. Its to the point of why even call if you know they are just going to send you another busted box?

[Steve Huff]

Part of the reason people don't is - half the time you fast foward with the DVR Box Insight gives you it freakin skips to the end of the show and then you have to start back at the beginning and try to fast foward back to where you were. Several people I work with all have this problem and this is my 2nd DVR with Insight.

[sineswiper]

Heh, I love my 30-second skip forward button. (Only found on a programmable remote.) I'll admit that if I find a commercial that catches my eye as interesting, or a commercial from a funny series of commercials, I will go back and watch them.

So, if you want my attention, make the commercials more interesting and funny!

[ARGO]

I don't use a DVR, I have Win7 Windows Media Center and I skip the brainless commercials.

[Erik]

Honestly, I usually just sit there through the commercials until a really loud one reminds me to skip them.