- Ad Age, Monday, July 31, 2006 12:45 PM
Marketers who rely solely on TV ads to reach consumers take note. New research shows that more households than ever are now equipped with digital video recorders--high-tech devices that allow viewers
to zap effortlessly through ads. A new study from Mediamark Research Inc. found that the percentage of households with DVRs is up to 11.2 percent, from 8.6 percent in fall 2005. The statistics are
from MRI's spring 2006 data, the Study of the American Consumer, in which 26,000 U.S. adults were personally interviewed on their media use and product consumption, as well as their lifestyles and
attitudes. Experts say the number of households with DVRs should continue to rise as more outlets supply the devices. "Satellite companies and cable operators are offering DVRs, making it affordable
and easy," says Brad Adgate, senior vice president-director of research for Horizon Media. "All prognostications indicate penetration is going to increase for the upcoming few years."
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