For many television viewers the digital video recorder is their very best friend. But to advertisers spending valuable budget dollars trying to reach prime-time audiences, the DVR isn’t such a pal.
More than 50% of DVR owners fast-forward through all commercials when watching recorded television, according to a recent report by DoubleClick Performics and ROI Research. A few stalwarts don’t have such an itchy trigger finger: 4% fast-forward less than half the time, while 1% always watch commercials.
A third of the 500 respondents said they did more than 75% of their TV viewing via their DVR. Nearly half of those polled (45.6%) watch more television since they bought a DVR; 47% watch about the same; 5.8% watch less; and 1.6% didn’t know.
