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Women Control DVRs

In a national survey commissioned for Lifetime, of 1,000 DVR users divided equally by sex, women said they better understood how to interface with a DVR and are the ones who will more likely stop fast forwarding through commercials if a brand or product captures their attention, Mediaweek reports.

 

Ninety-nine percent of women said they use their DVRs to zap through commercial spots, but seventy-six percent reported that they stop for ads that are entertaining or relevant to their own interests. Women are also more likely to pause for TV and movie promos.

Ninety-four percent of women who fast forwarded commercials can recognize brands and products as they zap through the spots.