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Networks: Most DVR Playback Viewers Skip Ads, Some Pay Attention

In a report issued at today’s press conference held by the six major television networks, executives said that the DVR will only increase viewership to major network programs, reports CNET News. For example, homes with a DVR watched 5.7 hours of TV daily, compared with 5.1 hours for homes with a DVR. And, DVR households still watch about 90 percent of their television at original broadcast time. The 10 percent of recorded shows is mostly composed of the most popular shows during a given season.

But the real kicker is, what do those viewers who watch the recorded shows do when it comes to a commercial? According to the networks, 90 percent of viewers surveyed said they skipped all or most of the commercials, but 58 percent said they paid attention to the commercials as they fast-forwarded, and 53 percent said they went back to watch an ad that interested them.

Still, those figures are unlikely to pacify media buyers and advertisers who wonder if DVR playback data should be considered at all when it comes to negotiating during next season’s upfronts.