Sounds like Jupiter did some funky research! It's pure anecdotal evidence, but everyone I know or do business with (I'm in the custom audio / video business, so I see alot of PVR installations) that has a TiVO or other DVR skips commercials. Definitely far higher than 53%. In addition, they also watch more TV than they otherwise would. In most cases they watch TV for at least the same amount of time, but see more programming. If companies were more creative, they could use this to their advantage. Maybe they could do even more product placement and sponsorships, like we see on sports and reality?? shows. Some firm should come up with a way to capitalize on this trend, not eliminate it.
Reader Comments (Page 1 of 1)
1Touchmovie @ May 5th 2006 8:48PM
Sounds like Jupiter did some funky research! It's pure anecdotal evidence, but everyone I know or do business with (I'm in the custom audio / video business, so I see alot of PVR installations) that has a TiVO or other DVR skips commercials. Definitely far higher than 53%. In addition, they also watch more TV than they otherwise would. In most cases they watch TV for at least the same amount of time, but see more programming. If companies were more creative, they could use this to their advantage. Maybe they could do even more product placement and sponsorships, like we see on sports and reality?? shows. Some firm should come up with a way to capitalize on this trend, not eliminate it.