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Just over 17 percent of U.S. TV households now have a DVR, according to estimates from Nielsen Media Research. Some U.S. TV markets, however, have a far higher penetration of DVRs than the 17.2 percent average would indicate.
The top 10 TV markets all have a much higher penetration of DVRs than the rest of the country, writes MediaPost. And, because of their size, they likely skew the national average.
Dallas-Fort Worth, for example, has a DVR penetration of 26.5 percent, the highest of any U.S. TV market. Los Angeles has a DVR penetration of 25.8 percent, followed by San Francisco-Oakland-San Jose, with a penetration of 23.5 percent. Washington, D.C., followed at 23 percent.
New York, the No. 1 market, has a DVR penetration of 18.3 percent. The No. 178 market, Marquette, showed a penetration of only 5.7 percent.
The findings could have a significant bearing on how media planners allocate spot TV advertising budgets to various markets.
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