Networks: Despite Ad-Skipping, TiVo Will Increase TV Viewership

Authored by Mark Hefflinger on November 18, 2005 - 3:28am.

New York - Contrary to earlier fears that the ability to skip commercials enabled by digital video recorders like TiVo would negatively impact TV networks, a report issued by the six major networks this week predicts the technology will actually increase viewership, Reuters reported. "For most of the top television programs, the audience will be greater for these programs as DVR penetration increases," David Poltrack, head of ratings research for CBS, told Reuters. "The DVR is going to increase viewership to major network television programs." The report, issued by CBS, ABC, NBC, Fox, the WB and UPN, found homes with the devices watched an average of 5.7 hours of television daily, versus 5.1 hours for homes without digital video recorders. The networks also found that, while 90% said they skipped all or most commercials, 58% paid attention to them while fast-forwarding, and 53% went back to view an ad of interest.
http://tinyurl.com/df7bb (Reuters)