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[03/16/06 - 12:00 AM] Early Nielsen Data Shows That Dvrs Have Negligible Impact on Commercial Effectiveness |
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EARLY NIELSEN DATA SHOWS THAT DVRs HAVE NEGLIGIBLE IMPACT ON COMMERCIAL EFFECTIVENESS
Adverse Effect of Replay Technology on Commercial Average Less than Three Percent
Wurtzel: "The television world isn't changing as dramatically as some have feared."
NEW YORK -- March 16, 2006 -- A recent follow-up to a 2005 study on ad-supported television in the age of Digital Video Recorders (DVRs) concluded that replay devices in the current TV market have an impact on commercial effectiveness on average of less than three percent, a far smaller figure than previously thought. Citing recent data from Nielson Media Research, Alan Wurtzel, President of NBC Universal Television Research and Media Development, spoke today at NBC Universal's annual development meeting and presented evidence showing that currently the impact of commercial skipping in non-DVR households is actually greater than the impact in homes with a DVR.
Looking at an average of the six broadcast networks in primetime, Wurtzel's analysis of Nielsen data found a drop in commercial effectiveness that averages less than three percent. Conversely, Wurtzel cited a nearly seven percent drop in commercial effectiveness when the same analysis was conducted for viewing in non-DVR television homes. Further, Wurtzel showed that for replay technology to have an impact of even 10 percent on commercial effectiveness, DVR penetration in total US households would have to more than triple from today's ten percent to 35 percent - a figure that the market is not expected to reach until 2009-2010.
"It's time we put DVR usage and its impact on advertising in perspective," Wurtzel said. "We're not saying that people who use DVRs don't skip commercials. What we are saying is that we've been living with commercial skipping since day one, and yet television remains the most powerful and effective marketing and sales medium ever known. And right now, the impact on commercial effectiveness is actually greater in non-DVR homes than among viewers who watch television with a DVR."
Wurtzel's presentation follows a study on DVR penetration conducted last fall by research executives from the six major television networks, which showed that DVRs increase household television viewing by 12 percent. Combined with the previous data, this recent research concluded that in spite of new technologies in the home - including video on demand, broadband, and replay devices - traditional television viewing habits have remained very much intact. As an example, Wurtzel cited that of the 100 channels the average US household receives, only 15 are viewed regularly or approximately 16 percent of the total channels available which is a pattern which has remained consistent over the past decade.
Wurtzel concluded his remarks on Thursday with a call for a realistic response to the DVR's impact on ad-supported TV as reflected in the Nielsen data. "Television has constantly evolved as new technology appears," Wurtzel said. "The DVR should not be feared by television and advertising executives. By measuring more real, actual viewing, it is frankly a huge benefit to us all."
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[10/24/25 - 08:01 AM] Netflix Announces "Hollywood Arts," A Brand-New Spinoff of Hit Live-Action, "Victorious," with Daniella Monet Returning as Star and Executive Producer The series is set to debut on Netflix in 2026, followed by releases on Nickelodeon and Paramount+.
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[10/24/25 - 07:14 AM] FOX Sports Readies for Major League Baseball's 121st World Series Presented by Capital One Action leads off Friday, October 24, between the National League and current reigning World champion Los Angeles Dodgers and American League champion Toronto Blue Jays from Rogers Centre in Toronto, Canada, on FOX, FOX Deportes, the FOX Sports App and FOX One.
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[10/24/25 - 07:01 AM] Video: "Love Is Blind" Season 9: The Reunion - Official Trailer - Netflix Denver singles shake up their search for "the one" and step into the pods, braving twists, turns and love triangles to find their soulmate sight unseen.
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[10/24/25 - 07:01 AM] Experience the Family, the Fun, and the Fantastic! Marvel Studios' "The Fantastic Four: First Steps" Lands Exclusively on Disney+ November 5 Continuing the celebration of Marvel's First Family, the announcement was made live from SpaceCon 2025 in San Antonio, where The Fantastic Four: First Steps Immersive Pop-Up Experience invites attendees to step inside the iconic Baxter Building.
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[10/24/25 - 06:00 AM] The CW Network and Xfinity Celebrate 11 Years of the NASCAR Xfinity Series by Presenting the Third Stage of the Championship Race Commercial-Free Taking place in Phoenix, Arizona, on Saturday, November 1, the commercial-free stage presented by Xfinity was created to thank the loyal race fans who have supported the NASCAR Xfinity Series for more than a decade - helping the series grow through their unwavering enthusiasm, increased viewership, and continued trackside attendance.
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[10/23/25 - 05:01 PM] Video: "As You Stood By" - Official Trailer - Netflix When two women plot to end an abusive marriage through murder, an unexpected visitor arrives - threatening to shatter everything they've carefully planned.
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[10/23/25 - 02:33 PM] Largest Audience for "NBA Tip-Off" Doubleheader Since 2010 as NBA Returned to NBC and Debuted on Peacock Tuesday night's audience across NBC and Peacock peaked at 7.1 million viewers from 10:45-11 p.m. ET as Shai Gilgeous-Alexander led the defending champion Oklahoma City Thunder to a one-point win over the Houston Rockets in double overtime.
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[10/23/25 - 02:28 PM] The 305 Just Got Hotter: "Love & Hip Hop: Miami" Moves to BET Season 7 Premieres Tuesday, November 4 at 8 PM ET/PT The upcoming seventh season dives deeper than ever into Miami's thriving entertainment scene, following a cast of stars who are rebuilding, rebranding, and redefining success in real time.
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[10/23/25 - 01:30 PM] Critically Acclaimed Noir Thriller, "Dark Winds," to Return to AMC and AMC+ Sunday, February 15 The series' gripping fourth season focuses on the search for a missing Navajo girl, which takes Leaphorn, Chee and Manuelito from the safety of Navajo Nation to the gritty terrain of 1970s Los Angeles in a race against the clock to save her from an obsessive killer with ties to organized crime.
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[10/23/25 - 12:01 PM] Video: BET+ Releases Trailer for Horror Film "A Demon's Revenge" In the film, following the bloodshed in Belize, Peaches, played by Jhoné Lucas, delves deeper into Caribbean folklore and the terrifying truth that lurks beneath.
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[10/23/25 - 12:00 PM] FOX Entertainment Acquires Equity Stake in Chain, Forging Strategic Partnership with Experiential Food Phenomenon Co-Founded by B.J. Novak Included in the investment is a first look development deal through Chain Media.
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[10/23/25 - 11:28 AM] "High Potential" Rises to Season High as Show Nears Fall Finale ABC's popular drama rose to a multiplatform season high in Total Viewers (12.50 million) and Adults 18-49 (2.31 rating) after seven days of viewing on ABC, Hulu, Hulu on Disney+ and digital platforms.
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[10/23/25 - 11:13 AM] USA Network Renews "The Rainmaker" for Second Season Across the first nine premiere episodes of the season, "The Rainmaker" has averaged 1.3 million total viewers.
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[10/23/25 - 11:06 AM] Global Box Office Sensation "Wicked" Arrives Nov. 19 on NBC The NBC telecast of "Wicked" leads up to the November 21 premiere of "Wicked: For Good," the epic finale to the global cultural phenomenon.
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[10/23/25 - 11:01 AM] Video: Paramount+ Releases Official Trailer for New Documentary "My Nightmare Stalker: The Eva LaRue Story" The powerful two-part documentary premieres Thursday, November 13, exclusively on Paramount+.
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