Nearly half of digital video recorder (DVR) users delay watching programmes live but instead record these with the aim of saving precious time by skipping through TV advertisements, effectively telling advertisers ‘don’t waste my time’ says Lyra Research.
A recent survey from the technology information company revealed that TV delayed viewing for 43% of DVR users is clearly oriented to time-saving rather than time-shifting, with commercials being seen as expandable time.
Steve Hoffenberg, director of electronic research said: “A typical example would be a DVR user who sits down in front of the TV 15 or 20 minutes into the broadcast of an hour-long show. The user starts watching at the beginning of the recorded show and as each commercial break commences, fast forwards past the ad. By the time the show is over, he or she has caught up to real time and is watching live.”
| Programmes Watched With Delay TO Skips Ads |
| |
|
| % Of Programmes Started Late |
Respondents |
| 0% |
17% |
| 1-20% |
24% |
| 21-40% |
10% |
| 41-60% |
17% |
| 61-80% |
12% |
| 81-99% |
10% |
| 100% |
10% |
| Source: Lyra Research |
This obviously has important implications for the TV advertising industry beyond the usual ad-avoidance issues raised.
In May, Lyra Research released a report that said that the average DVR user confessed to skipping more than three-quarters of TV commercials with over half admitting to skipping 95% or more (see TV Advertising Needs Breakthrough To Rival DVRs).
In contrast, a study by InsightExpress and MediaPost revealed that DVR users make a better audience, watching 24% more TV than a non-DVR subscriber. The report also said that DVR users only skip through TV advertisements, where as non-DVR subscribers actually change the channel during commercial breaks (see DVRs Lead To Heavier TV Viewing).
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