NBC Says Advertising More Effective on DVR Users

Ran across this today on MediaBuyerPlanner.com:

According to the analysis of the Nielsen Media Research data by Alan Wurtzel, president of NBC Universal TV Research and Media Development, the drop in TV ad effectiveness in homes with DVRs is less than 3 percent, while non-DVR households had a drop of 7 percent.

Television viewers' use of TV remote devices to avoid commercials by changing channels and muting is the main reason for the drop in ad effectiveness in non-DVR households, writes Mediapost.

I don't really doubt those statistics. What confuses me is why a major network like NBC is pointing the difference out. Maybe to charge advertisers more in areas where cable and satellite use is more predominate and the use of a DVR is more likely? Don't know what, but something's up.

At MediaBuyerPlanner.com

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