TV Ad Effectiveness Drops 7% In Non-DVR Households

NBC Universal presented research findings that show households without digital video recorders are skipping more ads than those that use DVRs; and that the drop in commercial effectivess in DVR households is 3%, compared to a drop of 7% in non-DVR households.

Media buyers are wondering why, if non-DVR households have been ad skipping to a much greater extent, have agencies been paying for ads.

The issue arose when Nielsen began reporting separate streams of ratings data in December that recorded households playing back the shows via DVR within 7 days, in addition to those watching live broadcasts. The DVR debate is expected to crest in upfront negotiations in May.

Research on DVR penetration by the 6 broadcast networks found that households with a DVR increase TV viewing by an average of 12%. DVR penetration is expected to rise from 12% of US households today to 18% by the end of the year and 35% by 2009-10.