TiVo, DVRs don’t hurt TV advertising

A Duke University study concludes that the use of DVRs and TiVo has no effect on television advertising or buying habits, Triangle Business Journal reports.

DVRs and TiVo record TV shows, allowing viewers to fast-forward through commercials. There has been a fear that this would spell doom to TV advertising.

But, for starters, the study found that 95 percent of viewers still watch TV live. Secondly, those who do fast-forward through commercials still watch the screen to see where the show re-starts, so they are exposed to advertisers’ messages.

The investigators found no difference in shopping habits between groups of study participants with TiVos and those without.

The study also found that people are watching more TV because they can record shows.

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