More than half of DVR viewers fast-forward through ads

06/1/2007 | Boston Globe (tiered subscription model), The

Nielsen Media Research began measuring viewing habits last month in the estimated 17% of homes that use DVRs. The first data released Thursday included only information from 1,750 homes, but it found that while viewership of a prime-time show increased 73% when people watched a show on DVRs within three days of the first airing, the number of people watching commercials increased only 32%, which means more than half skipped over the ads.

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Boston Globe (tiered subscription model), The

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