CBS exec claims DVRs increase network ad viewers

07/18/2006 | Broadcasting & Cable

The use of DVRs means more viewers -- not fewer -- will see commercials, according to David Poltrack, CBS Corp. chief research officer and CBS Vision president, who defended the network's commercial viability at the Television Critics Association meeting in Pasadena, Calif. DVRs, he said, increase a network's shows audience by 5%, so that even when factoring in users who skip ads, those who watch commercials are up 4% overall.

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