The TV industry initially recoiled at the development of TiVo and other digital video recorders, concerned that the technology would lead to viewers ignoring advertising during DVR playback. However, research shows that DVRs are boosting audiences for certain shows, and that 46% of viewers in the 18-to-49 demo are staying put for TV spots during playback, according to Nielsen. NBC president of research Alan Wurtzel said, "Nobody knew the commercial ratings would be as robust as they are."

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