Viewers Fast-Forwarding Past Ads? Not Always
I have to ask: who are these people?
I am referring to the Nielsen Research report in the NY Times article today that says "a lot of people with digital video recorders are not fast-forwarding and time-shifting as much as advertisers feared."
The first reason makes sense: "many people with DVRs still tune in to watch about half of their shows at the scheduled start time, meaning they must sit through commercials." Or, I like to think it as people who have access to more bathroom breaks.
But the second reason simply baffles me. It says (and I quote) "even when people watch recorded shows later, many are not fast-forwarding through the ads. On average, Nielsen found, DVR owners watch 40 percent of commercials that they could skip over – perhaps because they like ads, don't mind them or simply can't be bothered."
In full disclosure, I must admit that among my annoying habits is to record a show on my Microsoft Media Center PC (even though I have a DVR), run a program to strip out the ads, double check to even eliminate little promo's and teasers, cut a few related shows to DVD and watch it back on the TV. That's how far I go to escape commercials.
Perhaps I will gravitate to this part of the article: "Nielsen has found that younger people generally skip more commercials and time-shift more of their viewing than older people." Or in my case, younger at heart?
Posted by admin on February 16th, 2007 :: Filed under Video on Demand
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