• by David Goetzl , August 2, 2006

A new Nielsen client advisory on DVR usage gives some credence to the broadcast networks' contention that DVR users watch more television, perhaps as much as 29 percent more in prime time among the key 18-to-49 demo.

Adults with a DVR in the demo watched on average 6 hours and 14 minutes of live prime-time content per week, and an additional 1 hour and 49 minutes in playback mode with the device--a 29 percent increase. In total-day viewing, the Nielsen report shows that 18- to-49-year-olds averaged 25 hours and 9 minutes a week of live viewing, and an additional 3 hours and 54 minutes in time-shifted mode--a 16 percent increase.

Of course, it is unclear whether those individuals would watch the same amount in live mode if they didn't have the DVR to help delay viewing.

The report also found that DVR homes make heavy use of the devices, with 95 percent using them in an average week. In prime time, they were used in 85 percent of homes per week, with Tuesday--an "American Idol" night--generating the most usage (51 percent of DVR homes). Surprisingly, Thursday was fourth, with 46 percent of homes employing a DVR in prime time.

In regard to demographic characteristics of DVR users, Nielsen found more evidence that they are younger, more upscale, and live in urban areas than the general population.

The Nielsen findings are derived from DVR behavior in April.

Broadcast networks have contended that DVR users watch more television--particularly their shows. Their aim is to persuade advertisers that there is some value in delayed viewing--since even if their commercials are skipped, viewers are at least exposed to the ads. The new Nielsen findings don't delve into commercial-skipping--something new Nielsen ratings coming this fall could shed some light on.

Information regarding DVRs and commercial-skipping has been coming from a variety of sources recently. Among the latest is a study from Horowitz Associates, which found that 55 percent of individuals with a DVR or TiVo fast-forward through commercials frequently, and 23 percent intentionally start watching favored shows late so they can skip the ads. The study also found that 13 percent often forget about the fast-forward and other trick-play options, and 9 percent frequently rewind to watch an ad they want to view again. The study is based on a telephone survey of consumers in 800 homes with cable and satellite service.

Last week, NBC Universal's President of Television Research Alan Wurtzel railed against making judgments about DVR behavior based on anything but Nielsen data, including a new service from TiVo measuring second-by-second behavior. While "not perfect," he said Nielsen data provides the "most accurate" gauge.

The trade group for syndicators, the Syndicated Network Television Association, has entered the fray with its own DVR research--some of which is available on its Web site. SNTA looked at a combination of data from TiVo and Nielsen from October 2005 through March 2006 and found 79 percent of DVR households watched syndication live, compared to 48 percent for network prime time.