Stupid Question

Dave Tomm
Mon Jan 11 13:47:31 EST 2010

I'm wondering if those ratings are broken down into percentage of  
views that are live versus DVR'ed, and what demos time shift their  
viewing.  I would think this data exists, since the networks seem to  
know what percentage of DVR users fast forward through the  
commercials.  If I was an advertiser, and a significant percentage of  
the audience of a program I buy time on is watching it using a DVR,  
I'd have to determine if I was getting the best bang for my buck.  If  
my target demos are fast forwarding through my spots, why bother?  If  
enough agencies think this way and find other advertising avenues (and  
there are plenty of them out there) it could force some networks to  
rethink if allowing their programs to be DVR'd is a good idea, ratings  
or not.

-Dave Tomm

On Jan 11, 2010, at 12:59 PM, Garrett Wollman wrote:

> <<On Mon, 11 Jan 2010 05:06:42 -0500, Dave Tomm < 
> > said:
>> Certain shows can be blocked, but most channels don't at this point,
> We weren't talking about that, and in any case it would not make sense
> for an advertising-supported network to do that, because the ratings
> used to price spot time now include DVR viewership.

More information about the Boston-Radio-Interest mailing list