or


[03/16/06 - 12:00 AM]
Early Nielsen Data Shows That Dvrs Have Negligible Impact on Commercial Effectiveness

[via press release from NBC]

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."





  [march 2006]  
S
M
T
W
T
F
S
   


· SHOWATCH
(series past and present)
· DEVWATCH
(series in development)
· MOVIEWATCH
(tv movies and mini-series)





[03/18/24 - 01:59 PM]
Chrissy Metz, Jaime Ray Newman, Katie Lowes, and George Ferrier Join as Series Regulars for Starz's New Drama "The Hunting Wives"
Production on the thrilling new series has started in Charlotte, North Carolina.

[03/18/24 - 11:30 AM]
Video: ALLBLK Releases Trailer for the World Premiere of New Thriller, "The Influencer" Premiering Thursday, April 4
The original film stars Christina Cooper as Niecy Fields, a social media influencer on the cusp of stardom.

[03/18/24 - 10:06 AM]
E! Announces Trendsetting Guest Judges and Pioneering Disruptors for New Cutting-Edge Design Competition Series "OMG Fashun" with Julia Fox
Handcrafted is the new haute couture on "OMG Fashun" as Julia inspires pioneering fashion disruptors to upend traditional style convention, break the rules and redefine cool.

[03/18/24 - 10:00 AM]
Video: Peacock Debuts Trailer For New Original Documentary "Bray Wyatt: Becoming Immortal" Premiering April 1
The documentary looks at the remarkable career of the late Windham Rotunda also known as Bray Wyatt, one of the most skillful, tenacious, and creative WWE Superstars of all-time.

[03/18/24 - 10:00 AM]
NBC Is the Official Home of Competition and Games This Summer with a Slate of Powerhouse Hit Series
NBC is the summer home for both the Paris Olympic Games and high-stakes competition with a robust lineup of returning powerhouse favorites, including "America's Got Talent," "American Ninja Warrior," "Password," "The Wall" and "Weakest Link."

[03/18/24 - 09:02 AM]
Netflix Announces News About 26 Upcoming Nordic Titles - Including 12 Brand New Titles
Plus: the streamer offers new looks at "Deliver Me," "The Helicopter Heist," "Ronja the Robber's Daughter," "Billionaire Island" and season two of "Baby Fever."

[03/18/24 - 09:01 AM]
Video: "Rebel Moon - Part Two: The Scargiver" - Official Trailer - Netflix
The rebels gear up for battle against the ruthless forces of the Motherworld as unbreakable bonds are forged, heroes emerge - and legends are made.

[03/18/24 - 09:01 AM]
Video: Disney's "Wish" - Streaming April 3rd - Disney+
Walt Disney Animation Studios' "Wish" is an all-new musical-comedy welcoming audiences to the magical kingdom of Rosas, where Asha, a sharp-witted idealist, makes a wish so powerful that it is answered by a cosmic force - a little ball of boundless energy called Star.

[03/18/24 - 08:01 AM]
Video: "Our Living World" - Cate Blanchett - Official Trailer - Netflix
This stunning nature series narrated by Cate Blanchett explores the intelligence, resourcefulness and interconnectedness of life on our planet.

[03/18/24 - 08:00 AM]
Acorn TV Fan-Favorite "Harry Wild" Returns Monday, May 13
Season three consists of six episodes and will be available on Acorn TV in the United States, Canada, New Zealand, Australia, and the United Kingdom.

[03/18/24 - 08:00 AM]
Prime Video Orders "Beast Games" from MrBeast and Amazon MGM Studios
Based on his already successful YouTube show, "Beast Games" is set to become the biggest reality competition series ever with 1000 contestants competing for a $5 million dollar cash prize which will be the biggest single prize in the history of television and streaming.

[03/18/24 - 07:14 AM]
ESPN+ Original Series "Full Court Press" Presented by State Farm Featuring Caitlin Clark, Kamilla Cardoso and Kiki Rice to Premiere May 11 & 12 on ABC and ESPN+
From Iowa's historic preseason game that broke attendance records all the way through the WNBA draft in April, the series uses unparalleled access, exclusive interviews, and unique game footage, to transport audiences into the lives of these exceptional athletes.

[03/18/24 - 06:01 AM]
Video: "Scoop" - Official Trailer - Netflix
Inspired by real events, this fictional dramatization gives an insider account of how the women of Newsnight secured Prince Andrew's infamous interview.

[03/18/24 - 06:01 AM]
Video: Apple TV+ Debuts Trailer for Season Two of Iconic Emmy Award-Winning Series "Fraggle Rock: Back to the Rock," Premiering Globally March 29
Award-winning season two cast includes the return of Daveed Diggs alongside Ariana DeBose, Brett Goldstein, Catherine O'Hara, Adam Lambert and K-pop group aespa in guest star roles.

[03/18/24 - 04:01 AM]
Video: "Joy" - First Look Teaser - Netflix
Starring Thomasin McKenzie, James Norton and Bill Nighy, the new film based on the story of the birth of IVF.