The DVR is Good for TV Advertising (rates)

To hear the NY Times tell it, the "DVR, Once TV’s Mortal Foe, Helps Ratings.” Well no shit.

"The reason is not simply that more households own DVRs — 33 percent compared with 28 percent at this point in 2008 — helping some marginal shows become hits. It is also that more people seem content to sit through the commercials than networks once thought."

And they go on to say:

“Against almost every expectation, nearly half of all people watching delayed shows are still slouching on their couches watching messages about movies, cars and beer. According to Nielsen, 46 percent of viewers 18 to 49 years old for all four networks taken together are watching the commercials during playback, up slightly from last year.”

Well now I’ve heard almost everything. Nearly half the audience isn’t fast-forwarding through the commercials, and this is what success looks like.

You might also take a look at the Tivo numbers I posted earlier, too. Good indication that the more people like a show, the more likely they are to record it and watch later. Those also tend to be the shows with highest rates of commercial fast-forwarding.

I guess when you’re looking over at your shoulder at the boys and girls in the newspaper industry, you’ll take anything you can get.