DVR viewing accounts for 11% of prime-time ratings

11/6/2008 | Adweek

Despite their relatively modest 28% market penetration in U.S. households, DVRs are having a bigger effect on prime-time TV ratings than did the VCR when that device reached 90% of U.S. households. Interpublic Group shop Magna is reporting that 11% of all prime-time ratings were via DVR during the first four weeks of the fall TV season.

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