TVNewser TVSpy AgencySpy PRNewser SocialTimes AllTwitter AllFacebook InsideFacebook InsideSocialGames InsideMobileApps GalleyCat FishbowlNY FishbowlDC

DVR viewers still watch two-thirds of ads

Nielsen has released intriguing new data into the viewing habits of DVR households. Viewers watch about two-thirds of the ads in large part because they still watch half of their programming live — mostly news and sports. Viewers who watch time-shifted programming watch 40 percent of the ads. During the first 27 hours after being recorded, primetime broadcast commercials gain 16 percent in ratings. After 7 days, it’s 22 percent. “People are actually playing back more of the commercials than we thought,” said Steve Sternberg, EVP at Magna Global Media Research, an ad-buying agency. “People are buying DVRs not because they want to time-shift all of their viewing and skip all commercials, but because they want to time-shift some of their viewing.”

Adds J in comments: “People who don’t fast forward commercials are probably the same people that had vcr’s set to flash 12:00…. The data seems counterintuitive but I think people don’t realize you can just start watching programs 10-20 minutes after they start and catch up by the end of the show.”

Mediabistro Course

Social Media Strategy Boot Camp

Social Media Strategy Boot CampStarting November 10, build a complete social media strategy for your brand! Through a series of weeklong webcasts, marketing and social media experts will teach you how to integrate social media into your overall marketing strategy, understand key metrics and analytics, and master the emerging trends in social. Register now!