TiVo-ers watch ads after all

Bob Moon Feb 16, 2007
HTML EMBED:
COPY

TiVo-ers watch ads after all

Bob Moon Feb 16, 2007
HTML EMBED:
COPY

TEXT OF STORY

BOB MOON: One of the great things about having a digital video recorder is being able to skip over the commercials, right?

Well, that’s what advertisers have been worried about — but maybe they don’t need to worry so much.

New Nielsen data shows DVR owners, on average, actually go ahead and watch a third of the ads.

When you get into the specifics, it does make some sense:

TiVo has found that the most-viewed commercial is the last one just before the program resumes and the first one in the break also tends to get watched.

Some of the reasons why people are watching ads: They still watch a lot of shows in real time, they actually like the ads, or, in true couch-potato fashion, they just can’t be bothered to grab the remote and push the fast forward button.

As a nonprofit news organization, our future depends on listeners like you who believe in the power of public service journalism.

Your investment in Marketplace helps us remain paywall-free and ensures everyone has access to trustworthy, unbiased news and information, regardless of their ability to pay.

Donate today — in any amount — to become a Marketplace Investor. Now more than ever, your commitment makes a difference.