In spite of the networks' insistence that DVR users watch more television, a new study from MRI shows that adults in DVR homes watch less television than those without the devices. The research shows that they are 23 percent less likely to be heavy television viewers versus the general population. Acknowledging that DVR users are rabid commercial skippers, the networks have maintained people in DVR homes watch more television--broadcast shows in particular. Obviously, that's in the hope that they can convince advertisers they get more exposure for their money. The nets argue: Even if the ads are skipped, viewers get a glimpse of the marketing messages. Which is obviously rubbish. The networks can look forward to more discouraging news this fall when Nielsen's new commercial ratings and a new service from TiVo will provide advertisers with second-by-second tracking of DVR viewership, providing a gauge to determine whether ads are skipped, in part or in full. Interestingly, in the study, one reason people in DVR homes may be watching less television is that they spend more down time reading and trolling the Internet. MRI found that adults in DVR homes are 43 percent more likely to be heavy magazine readers, 40 percent more likely to be heavy newspaper readers, and 81 percent more likely to be heavy Internet users. Meaning the networks constant dumbing down of American television might just be counterproductive. Let’s hope so!
It's already happened!
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