Forrester Research has performed an interesting survey which looks into how TiVo and DVRs in general has impacted advertising. According to the article, TiVo users spend 60 percent of their time watching recorded or delayed programs, in which they skip 92 percent of ads! Another interesting point is the fact that only 2 percent of people who owned DVRs have stopped using them.
Forrester’s survey respondents report watching only 8 percent of commercials in recorded programming. Three out of 10 viewers say they watch no commercials at all.
What does all this mean for the advertising industry? TiVo gives you the ability to control your TV watching experience. What is the advertising industry going to do to ensure that their ads are seen? Stay tuned to this topic, I’m sure you will see more news shortly….