What Nielsen Discovered About DVR Playback

WHAT NIELSEN DISCOVERED ABOUT DVR PLAYBACK
[SOURCE: Multichannel News 2/15, AUTHOR: Linda Moss]
Nielsen will tell its national TV clients Thursday that there are significant differences in the way viewers use digital-video recorders, depending upon how soon after the original telecast they play back the recording and what genre of programming they are watching. Specifically Nielsen will report that DVR playback that occurs closest to the original telecast retains more of the audience during commercials than DVR playback that occurs further out; and that certain genres, such as sports and news, have higher levels of live viewing, with DVR playback occurring closer to the original telecast than average. In a separate presentation to clients, Nielsen will also report that about 20% of households have some form of personal video device, but that a mass platform for watching television on portable screens has not yet emerged.
http://www.multichannel.com/article/CA6416747.html?display=Breaking+News

* DVR Users View Commercials in First Day, Nielsen Says
http://www.tvweek.com/news.cms?newsId=11572
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* Viewers Fast-Forwarding Past Ads? Not Always
http://www.nytimes.com/2007/02/16/business/16commercials.html