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).