or


[03/16/06 - 12:00 AM]
Early Nielsen Data Shows That Dvrs Have Negligible Impact on Commercial Effectiveness

[via press release from NBC]

EARLY NIELSEN DATA SHOWS THAT DVRs HAVE NEGLIGIBLE IMPACT ON COMMERCIAL EFFECTIVENESS

Adverse Effect of Replay Technology on Commercial Average Less than Three Percent

Wurtzel: "The television world isn't changing as dramatically as some have feared."

NEW YORK -- March 16, 2006 -- A recent follow-up to a 2005 study on ad-supported television in the age of Digital Video Recorders (DVRs) concluded that replay devices in the current TV market have an impact on commercial effectiveness on average of less than three percent, a far smaller figure than previously thought. Citing recent data from Nielson Media Research, Alan Wurtzel, President of NBC Universal Television Research and Media Development, spoke today at NBC Universal's annual development meeting and presented evidence showing that currently the impact of commercial skipping in non-DVR households is actually greater than the impact in homes with a DVR.

Looking at an average of the six broadcast networks in primetime, Wurtzel's analysis of Nielsen data found a drop in commercial effectiveness that averages less than three percent. Conversely, Wurtzel cited a nearly seven percent drop in commercial effectiveness when the same analysis was conducted for viewing in non-DVR television homes. Further, Wurtzel showed that for replay technology to have an impact of even 10 percent on commercial effectiveness, DVR penetration in total US households would have to more than triple from today's ten percent to 35 percent - a figure that the market is not expected to reach until 2009-2010.

"It's time we put DVR usage and its impact on advertising in perspective," Wurtzel said. "We're not saying that people who use DVRs don't skip commercials. What we are saying is that we've been living with commercial skipping since day one, and yet television remains the most powerful and effective marketing and sales medium ever known. And right now, the impact on commercial effectiveness is actually greater in non-DVR homes than among viewers who watch television with a DVR."

Wurtzel's presentation follows a study on DVR penetration conducted last fall by research executives from the six major television networks, which showed that DVRs increase household television viewing by 12 percent. Combined with the previous data, this recent research concluded that in spite of new technologies in the home - including video on demand, broadband, and replay devices - traditional television viewing habits have remained very much intact. As an example, Wurtzel cited that of the 100 channels the average US household receives, only 15 are viewed regularly or approximately 16 percent of the total channels available which is a pattern which has remained consistent over the past decade.

Wurtzel concluded his remarks on Thursday with a call for a realistic response to the DVR's impact on ad-supported TV as reflected in the Nielsen data. "Television has constantly evolved as new technology appears," Wurtzel said. "The DVR should not be feared by television and advertising executives. By measuring more real, actual viewing, it is frankly a huge benefit to us all."





  [march 2006]  
S
M
T
W
T
F
S
   


· SHOWATCH
(series past and present)
· DEVWATCH
(series in development)
· MOVIEWATCH
(tv movies and mini-series)









[03/31/15 - 02:09 PM]
"House of Lies" Renewed for a Fifth Season On Showtime(R)
"When you have a gifted acting ensemble led by Don Cheadle and smart, acerbic writing led by showrunner Matthew Carnahan you expect something special, and "House of Lies" delivers for us each season," said Gary Levine.

[03/31/15 - 12:00 PM]
FX Orders Fourth Season of "The Americans"
Four episodes remain in the current season, which will conclude with the season finale on April 22.

[03/31/15 - 10:55 AM]
Jeff Fahey Joins the Cast of El Rey Network/Miramax's "From Dusk Till Dawn: The Series"
Fahey has been cast in the role of "Uncle Eddie Cruickshank," the man who raised The Gecko Brothers after their father died in a fire.

[03/31/15 - 10:11 AM]
Discovery Channel Unveils 2015-2016 Upfront Slate
"Discovery Channel is going from strength to strength this coming year," said Rich Ross. "We're adding new documentaries, scripted series and themed programming to a strong lineup of new unscripted series."

[03/31/15 - 10:10 AM]
TLC Fills Out 2015-2016 Slate Of Programming with Style, Unique Families, And Life's Most Important Moments
This mix of authentic real people, compelling transformation, and larger-than-life stories will drive the network forward in the coming year.

[03/31/15 - 10:09 AM]
Science Channel's 2015-2016 Upfront Programming Slate Breaks Boundaries
The passion, curiosity and bold questions that define the brand are all featured in Science Channel's provocative lineup of exciting shows.

[03/31/15 - 10:09 AM]
Lifetime(R)'s Hit Series, "Devious Maids" From Executive Producers Marc Cherry and Eva Longoria, Returns for Third Season on June 1st
The series moves to Monday nights at 9:00/8:00c leading into the new series "UnREAL" at 10:00/9:00c.

[03/31/15 - 10:08 AM]
Velocity Adds Horse Power to Record Ratings Growth with 2015-16 Upfront Slate
Velocity's 2015-16 programming slate of 12 top returning franchises and several new series look to strengthen ratings with more than 220 premiere hours.

[03/31/15 - 10:07 AM]
Animal Planet Walks on the Wild Side with Its 2015-16 Upfront Programming Slate
In 2014, Animal Planet ranked among the top-20 ad-supported cable networks in prime among Men 25-54 for the third consecutive year.

[03/31/15 - 10:06 AM]
Investigation Discovery Launches New Series Hosted by Legendary Journalist Barbara Walters
"Barbara Walters sets the bar for journalism with remarkable and iconic interviews and unparalleled instinct for getting to the heart of a story," said Henry Schleiff.

[03/31/15 - 10:05 AM]
Investigation Discovery Debuts More Than 650 Hours of Powerful Original Content This 2015-16 Upfront Season
With more than 650 hours of original content planned this season, ID is poised to continue the incredible audience growth that has made the network a serial success as one of the top destinations for women on television.

[03/31/15 - 10:04 AM]
Discovery Life Channel Announces 2015-16 Upfront Programming Slate Filled with Heart-Pounding Medical Mysteries and Dramatic Series Capturing Life's Most Unexpected Moments
Discovery Life Channel delivers the heart-wrenching drama of those overcoming extreme adversity in an immersive storytelling style that captures the very best of nonfiction television.

[03/31/15 - 10:03 AM]
American Heroes Channel's 2015-16 Upfront Slate Welcomes the Return of Hit Series "Gunslingers" and "Against The Odds" to Network
AHC focuses on timeless and compelling action and adventure stories that bridge a connection between the lessons of past and the legends of today.

[03/31/15 - 10:02 AM]
Destination America's 2015-16 Upfront Programming Slate Takes All-American Entertainment Across the Country
Whether cooking special sauce at a Texas BBQ competition, exploring unknown territory in Alaska, hunting for monsters in West Virginia, building an epic dream house in the Rockies, or never giving up the fight in the wrestling ring, Destination America is TV that celebrates U.S.

[03/31/15 - 10:01 AM]
Discovery Family Channel Leaps Into 2015-16 Upfront Season
Discovery Family Channel features a clever mix of entertaining, high-quality real-world content that appeals to the entire family.