Report: DVR Ad Skipping Could Be Costly

REPORT: DVR AD SKIPPING COULD BE COSTLY
[SOURCE: Multichannel News, AUTHOR: Karen Brown]
JupiterResearch says that consumers are losing valuable information about available goods and services when they erroneously skip advertisements using digital video recorders. No, actually, the company estimates that 53% of digital-video-recorder subscribers are zipping through ads, and if that holds true, as much as $8 billion in cable- and broadcast-TV advertising revenue could be at risk. The report also noted that DVR viewers who skip ads watch an average of 18 hours of television weekly -- not much more than the average 17 hours watched by viewers in non-DVR households. In response, television networks and advertisers need to rethink their strategies -- and that includes dropping the idea of charging DVR customers for primetime reruns.
http://www.multichannel.com/article/CA6331601.html?display=Breaking+News