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07/19/2004 Archived Entry: "Obvious Relevation of the Day"
Posted by CKL @ 05:54 PM PST


TiVo Users Want To Save Time, Not Shift It, Says Study

Most people use digital video recorders (DVRs) like TiVo not to watch TV shows at different times but to start watching them several minutes after they have begun so that they can skip commercials, according to a survey conducted by Lyra Research. The survey of more than 600 DVR users found that the average viewer delays watching programs in this way 43 percent of the time. In a statement, Steve Hoffenberg, Lyra Research's director of electronic media research, said: "As opposed to recording with DVRs for time-shifting, this behavior is clearly oriented to time-saving, with commercials constituting the expendable time. ... Not only did the respondents intend to skip ads before they even began watching the programs, the desire to skip ads impacted when they began watching. This has important implications for the TV-advertising industry beyond the ad-avoidance issues usually raised in discussions of DVR users' behavior. These people are effectively telling advertisers, 'Don't waste my time.'"

To which I say: DUH.

Replies: 1 Comment

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