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)





[06/27/16 - 06:21 PM]
Video: "Better Things" Season 1 Promo
Get your first look at the new FX comedy series, premiering Thursday, September 8.

[06/27/16 - 01:44 PM]
ESPN Films' "O.J.: Made in America" Seen by More than 35 Million People
ESPN spins the numbers for the series to date.

[06/27/16 - 01:31 PM]
AMC to Air "Preacher" Marathon on Thursday, June 30th Beginning at 9:00 PM ET/PT
The new, sixth episode of the season appears on AMC this Sunday in the show's regular timeslot at 9:00/8:00c.

[06/27/16 - 12:48 PM]
TV One's June 14 Episode of Docu-Series "Rickey Smiley for Real" Is Most Watched Episode of the Series Among Key Demos
TV One further spins the numbers for Tuesday, June 14.

[06/27/16 - 11:00 AM]
Freeform Greenlights No. 1 Comedy "Baby Daddy" for a Sixth Season
In season six, Ben will remain on his quest to find the "girl of his dreams" and Emma's new mom while Danny and Riley figure out their future.

[06/27/16 - 10:49 AM]
E! Sets Premiere Date for New Series "Total Bellas"
The spin-off of E!'s mega-hit series "Total Divas" premieres Wednesday, October 5 at 8:00/7:00c.

[06/27/16 - 10:08 AM]
Warner Bros. Television Group Set to Bring a Historic 21 Shows to Comic-Con International July 20-24 in San Diego
The world's leading comics and pop-culture convention will be dominated by WBTVG, with 13 returning shows and eight new series making their much-anticipated Comic-Con debut.

[06/27/16 - 10:01 AM]
Blake Shelton Performs New Opening Theme for NBC Sports' NASCAR Coverage
This year's Open includes an all-new look and presentation, including updated lyrics for Shelton's hit "Bringing Back the Sunshine."

[06/27/16 - 09:19 AM]
Adult Swim Launches First Ever Full Episode on Vine
The new animated sketch show "Brad Neely's Harg Nallin' Sclopio Peepio" premieres Sunday, July 10.

[06/27/16 - 08:37 AM]
Sunday's Broadcast Ratings: ABC's "Sunday Fun and Games" Lineup Opens on Top
The Alphabet's "$100,000 Pyramid" leads the night in both total viewers and adults 18-49.

[06/27/16 - 07:31 AM]
Emmy Winner Jon Cryer Explores Lifelong Passion for Space Travel in First Installment of Travel Channel's "Celebrity Adventure Club"
The first installment of Travel Channel's new series of specials premieres Friday, July 1 at 11:00/10:00c.

[06/26/16 - 09:01 AM]
Saturday's Broadcast Ratings: ABC Tops Viewers, Splits Demo Crown with NBC
The Alphabet's "In an Instant" and the Peacock's "U.S. Olympic Trials" coverage lead the night among adults 18-49.

[06/26/16 - 08:47 AM]
NBC Ties for the Saturday Primetime Win as Men's Gymnastics Scores a 7-Week Slot High
NBC spins the numbers for Saturday, June 25.

[06/25/16 - 08:55 AM]
Friday's Broadcast Ratings: ABC Wins Low Key Demo Race
ABC, NBC and CBS all finish within a few ticks among adults 18-49.

[06/25/16 - 08:27 AM]
Women's Gymnastics Championship Grows 80% Vs. Year-Ago Saturday Telecast
NBC spins the numbers for Friday, June 24.