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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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[10/28/25 - 02:07 PM] "Sunday Night Football" on Record Pace Through Week 8, Averaging 24.7 Million Viewers on NBC and Peacock Packers-Steelers audience peaked at 28.2 million viewers on NBC and Peacock in the second quarter (9:15-9:30 p.m. ET).
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[10/28/25 - 12:01 PM] Netflix Top 10: Week of October 20 - "A House of Dynamite" Hits the Target at No. 1 in This Week's Top 10 Plus: "Nobody Wants This," "The Elixir," and "The Monster of Florence" rise to the top in their opening weekends.
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[10/28/25 - 12:01 PM] ABC Announces 2026 Midseason Premiere Dates Premiering Wednesday, February 25, ABC is scrubbing back in for Sacred Heart Hospital with back-to-back episodes of comedy "Scrubs" starring Zach Braff, Donald Faison and Sarah Chalke.
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[10/28/25 - 12:00 PM] Mark Harmon to Make Special Guest Appearance as Gibbs on "NCIS: Origins" During "NCIS" Crossover Event Tuesday, Nov. 11 In the crossover event airing on Veterans Day, younger Gibbs (Austin Stowell) and team investigate the small-town death of a naval officer in the '90s - a case that's unexpectedly re-opened in the present day.
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[10/28/25 - 10:01 AM] Hulu Renews Hit Emmy-Award Winning Comedy "Only Murders in the Building" for a Sixth Season! The series will film overseas for the first time, with the beloved crime-solving trio leaving New York City to investigate London's newest mystery.
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[10/28/25 - 10:01 AM] HBO in Production on New Ronan Farrow Documentary Tracking Sprawling Criminal Case in Johnson City, Tennessee The film chronicles a maze of revelations about Sean Williams of Johnson City, TN, a serial predator, tracing both his decades-long evasion of justice and an ensuing scandal over claims of corruption and systemic law enforcement failures.
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[10/28/25 - 08:32 AM] Peacock Sets Streaming Debut Dates for Focus Features' "Downton Abbey: The Grand Finale," Universal's "Nobody 2" and DreamWorks Animation's "The Bad Guys 2" The three films will roll out on successive Fridays beginning November 7.
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[10/28/25 - 08:30 AM] Epic New Landmark Natural History Series, "Kingdom," Set to Premiere Saturday, January 24 on BBC America and AMC+ Narrated by renowned naturalist and three-time Emmy Award-winner Sir David Attenborough, the major new six-part natural history series chronicles the dramatic real-life sagas of four African animal families, in one of the most ambitious projects ever undertaken by BBC Studios Natural History Unit.
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[10/28/25 - 08:01 AM] BBC Confirms Future of "Doctor Who" and a New Christmas Special in 2026 With Disney+ confirming they will not be partnering on the next season of the sci-fi show, the BBC remain fully committed to the show and will announce plans for the next series in due course to ensure the Doctor's adventures continue.
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[10/28/25 - 07:09 AM] Season 5 of ESPN Original Series "Peyton's Places," Presented by Elijah Craig Bourbon, Premieres November 2 Exclusively on ESPN+ Josh Allen, Jason Kelce, Jim Harbaugh, Rob Gronkowski, Julian Edelman, Joe Burrow, Boomer Esiason, Chad Johnson, and more are among the featured guests.
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[10/28/25 - 07:06 AM] Get Ready to Switch - Again! Disney's "Freakier Friday" Streaming Exclusively November 12 on Disney+ Jamie Lee Curtis and Lindsay Lohan reprise their roles in this hilarious sequel.
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[10/28/25 - 07:01 AM] "One Piece" Season 2 Premieres March 10, 2026 Additionally, Netflix revealed a first look at Drum Island.
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[10/28/25 - 06:47 AM] Prime Video Takes the Spotlight with Its New "Karaoke Club" Show, A Celebrity Singing Tour Hosted by the hilarious Stéphane Rousseau, the series transforms karaoke into an electrifying experience where the stars deliver their signature style with humor, energy, and, above all, a whole lot of fun.
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[10/28/25 - 06:31 AM] "Michelle Obama: The Style, the Power, the Look - a Conversation with Robin Roberts - Special Edition of 20/20" Airs Sunday, Nov. 2, on ABC, Streaming Next Day on Disney+ and Hulu The "Good Morning America" co-anchor joins Obama at Marymount University in Virginia in advance of her upcoming book, "The Look" - a celebration of style from the moment she entered the public eye - to discuss the lessons she's sharing about her newfound confidence and empowerment.
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[10/28/25 - 06:01 AM] Netflix Announces "The Future Is Ours," A Dystopian Limited Series Starring Enzo Vogrincic, Emiliano Zurita, Delfina Chaves, Marleyda Soto and Marco Antonio Caponi The series will be the first audiovisual adaptation of renowned American writer Philip K. Dick's work in Spanish.
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