Nielsen: 99 percent of DVRs users skip ads
Nielsen: 99 percent of DVRs users skip ads
David Katzmaier Editorial Director -- Personal Tech
David reviews TVs and leads the Personal Tech team at CNET, covering mobile, software, computing, streaming and home entertainment. We provide helpful, expert reviews, advice and videos on what gadget or service to buy and how to get the most out of it.
Expertise A 20-year CNET veteran, David has been reviewing TVs since the days of CRT, rear-projection and plasma. Prior to CNET he worked at Sound & Vision magazine and eTown.com. He is known to two people on Twitter as the Cormac McCarthy of consumer electronics. Credentials
- Although still awaiting his Oscar for Best Picture Reviewer, David does hold certifications from the Imaging Science Foundation and the National Institutes of Standards and Technology on display calibration and evaluation.
As a longtime DVR owner who, by this point, can't even watch live TV because of all the ads, I'm not exactly stunned by this article from advertising trade pub MediaDailyNews. It analyzes Nielsen's new minute-by-minute ratings system to conclude that people with DVRs such as TiVo almost always skip ads. One example in the piece says that in February, fewer than 1 percent of Desperate Housewives and American Idol viewers who watched the shows time-shifted (as opposed to live) actually saw the ads. I sure hope advertisers don't use these numbers as ammunition to pursue more invasive schemes that target DVR users, such as prominent in-show pop-up promos, product placement, and special ads that appear when you fast-forward. Oh, wait...
Source: Lost Remote
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