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.

We’re here to help you navigate this changed world and economy.

Our mission at Marketplace is to raise the economic intelligence of the country. It’s a tough task, but it’s never been more important.

In the past year, we’ve seen record unemployment, stimulus bills, and reddit users influencing the stock market. Marketplace helps you understand it all, will fact-based, approachable, and unbiased reporting.

Generous support from listeners and readers is what powers our nonprofit news—and your donation today will help provide this essential service. For just $5/month, you can sustain independent journalism that keeps you and thousands of others informed.