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Television and the Growth of DVRs

September 23, 2007

Posted by: Peter Infante in Non-Traditional

New consumer research from Leichtman Research Group, Inc. found that one in five U.S. households now has a Digital Video Recorder, which is up from one in thirteen households just two years ago.  DVR penetration is expected to reach over 50% within five years.

Among current DVR households, 84% rate the ability to skip commercials as very important.  Considering that 55% of DVR households record more than five programs per week, the potential lost exposure for television advertisers is significant.

While we don’t feel this is reason enough to abandon television advertising, it’s just one more reason why we’ve incorporated more non-traditional tactics into our media planning.