DVRs Are Not Killing the TV Commercial Business

Gee, that's too bad:

TiVo addicts aren't skipping as many TV commercials as conventional wisdom would have you think.

In fact, the overall buying habits among households that have digital video recorders, which many believed sounded the death knell for TV commercials because they enable consumers to fast-forward through ads, aren't any different than other couch potatoes, according to a study co-authored by a Duke University professor.

That's good news for advertisers trying to reach consumers, as well as for ad agencies seeking cost-effective ways to trumpet clients' messages.

"Just because viewers have time-shifted their favorite shows doesn't mean all their viewing behaviour has changed," said Donna Mercerof Raleigh ad agency Howard, Merrell & Partners. "I'm always happy to see a piece of research that validates...my hypothesis."

She intends to cite the findings when clients question whether DVRs will kill the commercial break.

I don't know what other TiVO users do, but when I watch something that was previously recorded...which is about 90% of my viewing...I never watch commercials...ever. The only time a commercial comes on the screen is when I'm working on the blog or something and not paying that much attention to the show. My wife usually reminds me with a helpful "boop-boop" (the sound the TiVO makes when you fast forward).