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	September 8, 2004 The Mind Of The DVR User: Media And Advertising DVR User Survey Reveals A 54% Reduction In Ad Exposures by Josh Bernoff with Jim Nail, Sheila Baxter, Tenley McHarg, Sally M. Cohen, Michael Green

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Executive Summary

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.

TABLE OF CONTENTS

• DVRs Threaten Advertisers
• In DVR Households, Real-Time Program Viewing Drops By 60%
• DVR Users Miss More Than Half The Ads
• Ad Skipping Is More Severe For TiVo Users And Younger Viewers
• VOD And DVR Ads Hold Promise

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• Supplemental Material
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This is an excerpt