In a report issued at this week's press conference held by the six major television networks, executives said digital video recorders actually increase the viewership of major network programs, reports CNET (via MediaBuyerPlanner). For example, homes with a DVR watched 5.7 hours of TV daily, compared with 5.1 hours for homes with a DVR, and DVR households still watch about 90 percent of their television at original broadcast time. The 10 percent of recorded shows is mostly composed of the most popular shows during a given season.

But the real kicker is what those viewers who watch recorded shows do with commercials. According to the networks, 90 percent of viewers surveyed said they skipped all or most of the commercials, but 58 percent said they paid attention to the commercials as they fast-forwarded, and 53 percent said they went back to watch an ad that interested them.

Still, those figures are unlikely to pacify media buyers and advertisers who wonder whether DVR playback data should be considered at all when it comes to negotiating during next season's upfronts.