NBC Universal research reveals DVR-ad surprise

03/17/2006 | Advertising Age (tiered subscription model)

Counter to the conventional wisdom, NBC Universal's TV research and media development arm has found that households with DVRs are skipping fewer commercials than those without the devices. But the research, intended to reassure ad agency executives at a program-development meeting, raised more questions, including why marketers have been paying for ads in non-DVR households if viewers are skipping past them.

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