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Skipping Ads a Priority for DVR Owners

Consumers buy digital video recorders both to time-shift (record for later viewing) and to skip commercials, according to new research by WPP Group’s Mindshare, writes AdWeek (via MarketingVox). That finding seems to contradict broadcast networks’ recent assertions that consumers’ top reason was the ability to time-shift, whereas skipping commercials was not a top priority. The networks have also said that, while most viewers do skip ads, 58 percent of them pay attention to the ads while they fast forward, and 53 percent have gone back to watch an ad that interests them.

But, according to Mindshare, among the favorite DVR features of those who already own a DVR are time-shifting (about 90 percent) and the ability to skip commercials (nearly 80 percent).

 

About two-thirds of DVR owners say they watch more live than recorded programs, a mere 8 percent say they watch only recorded shows, and about one out of four say nearly all or most of their viewing consisted of recorded programs.

Some 23 percent of all consumers polled said they plan to buy a DVR over the next six months, 20 percent say they plan to buy a flat-screen TV, 17 percent say HDTVs and broadband internet access, 11 percent say satellite radio service, and 8 percent say satellite TV.