This link has been bookmarked by 1 people . It was first bookmarked on 14 Jan 2008, by Gonzalo Martin.
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14 Jan 08
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iewers don't delay viewing recorded programs, according to (pdf) an analysis of Nielsen data by Palisades MediaGroup, writes MarketingCharts.
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On average, half of all DVR primetime program playback occurs within the same day of recording. By the end of the following day, DVR owners complete approximately three-quarters of all program playback, Palisades said:
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"Nielsen estimates DVR penetration to be at 20 percent, up from 12 percent in January of this year. While this is a good-sized increase, the impact on viewership remains minor."
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ratings increase just over 15 percent due to DVR playback from live to live-plus-seven
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hat less than half of people who watch a recorded program fast-forward through the ads during playback
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"but overall DVR usage is not dramatically cutting into live viewing."
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The bottom line, according to Palisades: Advertisers with time-sensitive messages such as opening-weekend movie releases or special holiday sales offers need not fret over the DVR movement just yet; viewers are watching recorded programs shortly after they've been recorded - thus maintaining the timeliness of the advertising message.
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