DVRs Impact U.S. Television Viewing

 

Estimates say more than one-third of U.S. households now have a DVR – a number that’s nearly double what it was in 2007. According to new data from Nielsen, DVR usage has increased 90 percent from 2007 to 2009. The good news for advertisers is that number of commercials watched on a DVR are also up.

Forty two percent of DVR playback happens within the first hour after the initial airing, 61 percent occurs in the same day, and 90 percent happens within three days. Nielsen says DVR playback comes from younger and higher income consumers, and that half the TV stations and cable network saw strong DVR playback growth during prime time.

The Nielsen data shows viewers watch between 40 and 50 percent of commercials while they’re watching programming via playback. This is an increase of previous estimates of 30 to 40 percent.

DVR usage analysis by Horizon Media’s Brad Adgate agrees that DVR playback is popular among younger demographics. Adgate says many shows’ median age actually declines when DVR viewing is factored in. Shows that see the most time-shifted viewing tend to be the most popular shows and shows that air in competitive time periods. Show that don’t see much time-shifting include unscripted shows that are not competition-based – shows like ‘Cops’ and ‘America’s Funniest Home Videos.’ Live sports also are not usually time shifted.