The DVR Addiction

Hi, my name is Blair and I’m a recent DVR addict. Admitting it is the first step, right? And I can safely say I’m not alone – The Associated Press estimates that nearly 30% of the nation’s TV homes have at least one digital video recorder, and the number is growing. For most DVR users, recording shows to watch them later (aka “time shifting”) is just plain convenient – no more scheduling your life around McDreamy, or having to time bathroom breaks around commercials. But, what do DVRs mean for the advertising world?

Back in the dark ages when DVRs were introduced into the market (1999 to be exact), it was speculated that they could be trouble for television stations and their advertisers.  Reason being, if an increasing number of TV viewers “time-shifted” their viewing, there would hypothetically be a greater chance for them to either skip or fast-forward through the commercials. It would also pose a problem for Nielsen Media’s ability to accurately report on the show ratings, since they are currently based on real-time viewing.

So, what has been found in the last 10 years? Is “time-shifting” reducing the value of television advertising and sending one of the most-utilized advertising mediums into oblivion?  Hardly. While some DVR users do fast-forward through commercials, we’re seeing more and more research that shows that people who use DVRs still watch about two-thirds of the ads. In fact, Boston College researchers have found that fast-forwarding viewers actually pay more attention and can be influenced by brand images they view only for a fraction of a second. And many new show ratings are benefiting from their highly-viewed lead-ins.

This is good news for television – for the time being. Now the industry has other worries – products like Hulu are rumored to be the death of TV as we know it. But for now, it appears the industry will continue to shift and change to accommodate its viewers. Which means I can follow my favorite future Idol, catch up on the latest Office drama, read facial expressions on Lie to Me, and still have time for dinner! Life is good .