New Nielsen study on DVR impact on ad watching

Though the Times plays this story as good news for advertisers, I'm not sure how good it is.  Of those who watched the recorded show, only 42% watched the commercials.  This means that more than 50% of people using this new technology have already grown accoustomed to skipping ads. 

My family recently got our first DVR, in one of those new Comcast boxes.  It had an immediate impact on the way we watch TV as a family.  But those habits are evolving, and my sense is that the way we watch TV 2-3 years from now will be radically different from how we do today.  The real impact of this new technology - and others - will be felt over 2-4 years, and it is way too early from advertisers to feel a sigh of relief.  A 60% skip rate seems really high to me, like people are already making extraordinary changes in their relationship to this thing we call TV.   

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