The amount of time viewers screened time-shifted TV content last year jumped 40% compared with 2011, Rentrak found. HD video-on-demand viewing increased more than 60%, with some 43 million TV sets having accessed VOD each month. "There is no doubt that this kind of growth is reshaping budgets of cable operators, content providers and advertisers," said Cathy Hetzel, president of Rentrak and the AMI Division. "Our reporting gives perspective on how many ad dollars could be left behind if on-demand content is not considered by the planners of TV."

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