Media
US networks: PVR owners watch more ads
Published Thursday, Nov 17 2005, 20:06 GMT | By James Welsh | 7 comments
In an unusual move, the main broadcast networks in America have teamed up to reveal research showing that PVR owners watch more TV - and, crucially for the free-to-air terrestrial broadcasters, more adverts.
Citing electronic measurement methods, the networks said that households with a PVR watch 12% more TV than households without one (5.7 hours of TV are watched per day in PVR-equipped homes compared to 5.1 hours in homes without the devices, according to the research). Also, PVR owners are "exposed to a greater number of commercial impressions."
Specific PVR-related statistics were also unveiled. Citing a Nielsen Media Research study in seven major US markets (Raleigh, NC; Charlotte, NC; Tampa, FL; Orlando, FL; Denver, CO; Houston, TX; Austin, TX), the networks said that audiences for primetime programmes increased by an average of 4% when PVR usage was taken into account. Another study conducted by the networks themselves claimed that 58% of PVR users pay attention to ads even while fast-forwarding, and 53% of PVR users "have gone back to watch commercials they mistakenly skipped."
PVR take-up in America is currently estimated at 8% of homes, equating to around 11.4m viewers. That number is expected to grow to 39% of homes by 2010.
Citing electronic measurement methods, the networks said that households with a PVR watch 12% more TV than households without one (5.7 hours of TV are watched per day in PVR-equipped homes compared to 5.1 hours in homes without the devices, according to the research). Also, PVR owners are "exposed to a greater number of commercial impressions."
Specific PVR-related statistics were also unveiled. Citing a Nielsen Media Research study in seven major US markets (Raleigh, NC; Charlotte, NC; Tampa, FL; Orlando, FL; Denver, CO; Houston, TX; Austin, TX), the networks said that audiences for primetime programmes increased by an average of 4% when PVR usage was taken into account. Another study conducted by the networks themselves claimed that 58% of PVR users pay attention to ads even while fast-forwarding, and 53% of PVR users "have gone back to watch commercials they mistakenly skipped."
PVR take-up in America is currently estimated at 8% of homes, equating to around 11.4m viewers. That number is expected to grow to 39% of homes by 2010.
More: Media, Video on Demand
Your Views
7 Comments
Your Responses
Nigel, Liverpool, on November 24th, 2005
It's ESSENTIAL to skip ads in some cases due to the sheer annoyance of the shows' sponsors, a classic example being the 118118 "athletes" used in Lost and some others - they are so annoying we all shout at the tv.
It's ESSENTIAL to skip ads in some cases due to the sheer annoyance of the shows' sponsors, a classic example being the 118118 "athletes" used in Lost and some others - they are so annoying we all shout at the tv.
Mark, Herts, on November 19th, 2005
I refuse to watch most commercial programmes live now - I will only watch these programmes when recorded allowing me to skip the rubbish (XFactor and Lost being classic examples) such as the ads, the 'coming up' (just how short an attention span do the broadcasters think we have?), the 'sponsored by', and the general filler stuff that invades so many programmes these days. I have reclaimed so much of my life by not watching the ads now!
I refuse to watch most commercial programmes live now - I will only watch these programmes when recorded allowing me to skip the rubbish (XFactor and Lost being classic examples) such as the ads, the 'coming up' (just how short an attention span do the broadcasters think we have?), the 'sponsored by', and the general filler stuff that invades so many programmes these days. I have reclaimed so much of my life by not watching the ads now!
Ian Masson, UK, on November 19th, 2005
Absolutely I do! TIVO et al. has revolutionalised telly!
Absolutely I do! TIVO et al. has revolutionalised telly!
Ian, Staffordshire, on November 18th, 2005
I have TiVo. I FF through the ads, but it is true to say, that I have to concentrate, to know when to press play. Subliminal advertising perhaps? It is also true that I have rewind to watch something that has caught my eye - perhaps not often, but I have done so.
I have TiVo. I FF through the ads, but it is true to say, that I have to concentrate, to know when to press play. Subliminal advertising perhaps? It is also true that I have rewind to watch something that has caught my eye - perhaps not often, but I have done so.
Colin, London, on November 18th, 2005
Oddly, I don't find myself ALWAYS skipping through the ads. That's because I mainly use the PVR to pause live TV and to rewind and re-watch the good bits. Sometimes it means I can leapfrog the ads when they come on by hitting 'live' again.
Oddly, I don't find myself ALWAYS skipping through the ads. That's because I mainly use the PVR to pause live TV and to rewind and re-watch the good bits. Sometimes it means I can leapfrog the ads when they come on by hitting 'live' again.
Gill, Gloucester, on November 17th, 2005
Course I skip them, I often record shows rather than watch them at the scheduled time so that I can fast forward the ads. I think the American networks were just trying to boost their revenue from advertisers by telling them a load of old tripe.
Course I skip them, I often record shows rather than watch them at the scheduled time so that I can fast forward the ads. I think the American networks were just trying to boost their revenue from advertisers by telling them a load of old tripe.
TV Ratings
'Celebrity Juice' drops to 1.5m on ITV2Channel 5 rises to third place last night in a quiet night for television.
Tube Talk
The Greatest TV Presidents: Friday FiverTube Talk chooses the best TV presidents for this week's Friday Fiver.
US TV Ratings
'American Idol' grabs 18.6m for FoxAmerican Idol leads Fox to an easy Wednesday night primetime victory.
TV Interviews
'The Bachelor's Emily O'Brien - interviewPhD student failed to get a rose at this week's Rose Ceremony in Belize.
I rarely watch the ads. Most of them annoy me. I fast-forward through them every time.