"Among things the report revealed is that many DVR viewers do not fast-forward through ads. The viewer total for broadcast network ads goes up 32% when DVR watchers within three days are included, according to Nielsen.
For some prime-time shows, it means that DVR viewing, long seen as a threat to advertising, could even bring higher ad prices. NBC's The Office, for example, had a "live-plus-three" Nielsen commercial rating of 3.36 — higher than the 3.11 it got for the week of May 6 under the traditional Nielsen program rating system."
Makes me wonder where this will lead for my favorite genre shows which by their very nature have a higher DVR component and have seen declining viewership using the older methodology (BSG, SG-1, etc)."
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