• Marketing Charts, Wednesday, January 2, 2008 11:16 AM

There is apparently hope for advertisers and time-sensitive ads in this era of DVRs, as many viewers don't delay watching recorded programs, according to an analysis of Nielsen data by Palisades MediaGroup. More than half of all DVR prime-time program playback happens within a day, the study shows, And by the end of the following day, DVR users have completed about 75% of all program playback.

"While DVR penetration appears to be growing at a rapid pace, its usage isn't making a significant impact on ratings, says Susie Thomas, senior VP and director of research and insights at Palisades MediaGroup. "Nielsen estimates DVR penetration to be at 20%, up from 12% in January of this year. While this is a good-sized increase, the impact on viewership remains minor."

While fast-forwarding through ads remains an issue, it is far from a universal practice, as the study finds less than half of those people who watch a recorded program do it during playback. "There are fluctuations when looking at the data program by program," says Thomas, "But overall DVR usage is not dramatically cutting into live viewing."

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