US viewers with digital video recorders (DVRs) still watch, on average, two thirds of advertisements, according to new research from the Nielsen Company.
In a presentation to US TV networks on the way in which viewers use personal video recorders, Nielsen revealed that 20% of US households own a DVR or similar device, with this percentage expected to grow over the next couple of years.
Nielsen’s presentation showed that playback that occurs closest to the original broadcast retains more of the audience during commercials than PVR playback that occurs further out.
In addition, Nielsen said that during the first 24 hours after being recorded, primetime broadcast commercials gain 16% in ratings among viewers age 18-49, with the total increase reaching 22% after seven days.
This compares to a 35% increase in ratings for broadcast programmes during the 27 hours immediately after the original broadcast; and a total increase of 47% after seven days.
Among 18-34 year old viewers in DVR households, almost all sports and news playback occurs within the same day, 85% of playback for daytime dramas occurs within the same day and about 75% of sitcoms and primetime dramas occurs within the same day.
DVR viewing of primetime broadcast programming is a communal experience, said Nielsen, with 54% of people watching with someone else, compared with 46% who are watching alone.
Nielsen also reported that 19% of households have at least on personal video device, with the largest penetration coming for portable DVD players in 10% of households, whilst only 4% of households own a video-enabled MP3 player.
A recent report from ABI Research forecast that the overall DVR market will grow from about 20 million subscribers in 2005 to more than 250 million in 2011 (see Network PVR Could Fuel Overall PVR Market).
Meanwhile, eMarketer said that claims that digital video recorders (DVRs), video-on-demand (VOD) and emerging online platforms will cause the death of TV and result in the loss of billions in advertising revenue are incorrect (see DVR And VOD Will Not Kill TV).
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