Stupid Question

Garrett Wollman
Mon Jan 11 14:33:47 EST 2010

<<On Mon, 11 Jan 2010 14:06:48 -0500, Cohasset / Hippisley <> said:

[Somehow I didn't see Dave's message, so I'm going to tag on to Bud's
reply instead...]

> On Jan 11, 2010, at 1:47 PM, Dave Tomm wrote:

>> 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?

The DVR ratings include only the commercials, not the actual program
content.  I'm certain that, for the right price, agencies can find out
the specific commercials which were not skipped and by whom -- TiVo
definitely tracks this information.

This was covered on "On the Media" a few months ago -- it's well worth
seeking out that story again.


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