So NBC releases new research that the whole DVR threat is overblown. Take for example, the drop in commercial effectiveness in DVR homes compared to non-DVR homes at 3% versus 7% respectively.
I can just imagine the moment that Alan Wurtzell, President of NBC Universal Television Research and Media Development (MAN - that's a long title), admitted to a room filled with media execs that more people essentially skip or gloss over ads in non-DVR homes compared to their DVR counterparts.
According to Ad Age:
Around 10% of U.S. households have a DVR, a figure that is expected to rise to 35% by 2009-10, according to NBC Universal projections. According to Nielsen Media Research, 12% of U.S. households have a DVR, and Nielsen expects that to increase to 18% by the end of the year.
Clearly all NBC (and its network brethren) has to do is to purchase TiVo's for their customers, right?
As our good friend, Homer J would say, "D'oh!"
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