ClickZ: DVR Users Develop Ad-Skipping Strategy
Tivo users, finding themselves with Internet-like powers over their television content, are using it in surprising, sometimes innovative ways - which have implications for both television and online advertising. About two out of five Tivo users skip all commercials, according to the new Lyra Research study. But they skip them in an interesting way: many wait ten or twenty minutes after a show has started to begin viewing the recorded version. By skipping commercial pods, they eventually catch up by the end of the program, watching the big ending live with all the broadcast viewers. More TV ads are being viewed at the end of shows than at the beginning. Only one in 15 people surveyed said they hadn't skipped any ads.