Nielsen rates DVR usage

AdAge highlights new Nielsen ratings on DVR usage. From the article:

  • Nielsen estimates that about 17% of U.S. households have DVRs, and that 42% of broadcast viewing within those homes occurs through some sort of DVR playback.
  • Nielsen also noted that among all U.S. households, including those without DVRs, 90% of all broadcast prime-time viewing among viewers 18 to 49 occurs live, meaning that 10% is seen via DVR playback. The impact of DVRs on cable and syndicated programming is lower, with 97% of all prime-time viewing on cable seen live and 98% of all syndicated programming seen live.