(Length: 17 pages)

Executive Summary (This is a document excerpt)

This is the second document from our online survey of 588 digital video recorder (DVR) users. DVR users report spending nearly 60% of their TV time watching recorded or delayed programs in which they skip 92% of commercials. As a result, the average DVR user sees only 46% of the ads in the programs he watches. Even accounting for the low level of attention ordinary viewers pay to ads, we estimate that DVRs reduce ad attention by an additional 40%. Ad skipping is uneven — DVR viewers watch more of movie ads, funny ads, and ads in news and sports programs, for example. TiVo users and young women miss more commercials than other DVR users. With DVR adoption growing rapidly, networks and advertisers need to face the music: Put more ad-hooks into programming, place ad messages within movie trailers and network promos, and develop visual elements that persist despite the fast-forward button.

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