TV Execs Fall in Love With the DVR

When DVRs first came out, it seemed obvious that people would skip all the commercials. So networks naturally opposed Nielsen's plan to measure commercial viewing during shows that are watched live or played back within three days. Contrary to all expectation though, 46 percent of viewers 18 to 49 years old—the only demographic that really matters for networks in prime time—are just sitting through the commercials. That means ratings are improving for certain shows, and could even help save some programs from what seemed to be a sure trip to the morgue. The big exception? The Jay Leno Show, which was once touted as being "DVR proof" because it involved topical humor. Turns out that's not a plus after all.

Read original story in The New York Times | Monday, Nov. 2, 2009

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