DVR Owners Watch Less TV -- Well, Sort Of -- Okay, Not Really
from the tripping-over-the-numbers dept
Last Fall, TV networks moved to assure advertisers that DVRs weren't the death knell of advertising, as among other things, DVR owners watched more TV than people without the devices. Now, a new study apparently indicates the opposite -- that DVR owners watch less TV. Well, sort of, anyway: all the study seems to show is that DVR owners are less likely than non-owners to watch 45 hours or more of TV in a week. Furthermore, the study is reliant on interviews, with a good chance people underreported how much TV they actually watch. After all, nobody really wants to own up to watching that Buffy The Vampire Slayer marathon one day last week, followed by hour upon hour of Baywatch reruns. The networks say their research backs up their original claim that DVR owners do indeed watch less TV overall, something this new study -- or at least its press release -- doesn't cover. But "DVR owners less likely to watch more than 44.5 hours of TV per week than non-DVR owners" doesn't make for the juiciest lead, does it?Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
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Reader Comments
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Weird
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Always On
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What commercials?
I pay for the damn DVR service, I pay for the dish service, so why are the networks bitching about? I pay for the convenience already. I do not need to watch commercials.
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What Advertisers should focus on
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Re: What Advertisers should focus on
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Re: Re: What Advertisers should focus on
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Re: Re: What Advertisers should focus on
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Dewey beats Truman
Anyone watching forty five hours of television a week (6.5 hours per day) is not high income and obviously puts a very low value on their own time.
Faulty surveys with build in biases lead to wrong results - as in the famous "Dewey beats Truman" example.
I own a DVR, I watch about four hours of television a week but the DVR has not reduced the amount of TV I watch - it has probably slightly increased it. I use the DVR when I expect that my kids are going to interrupt me during a program I want to watch.
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Re: Dewey beats Truman
and you don't have to be super rich to own a dvr. just about any tech savy teenager could build a great dvr computer for about 400 bucks. or hell, upgrade their existing comp for like 100-150 (cost of tv card and harddrive)
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Re: Dewey beats Truman
(3) DVRs are also USED (regardless of ownership state) by people who agreed to pay the 4.95$/month rental fee to get one straight from their cable company.
That demographic certainly trumps your lousy argument... Most people who would rent a box from their cable company tend to watch more (speculation mine) than someone who wouldn't.
Oh and It does let them watch TV without having to feel sorry for themselves for paying too much money for a cute "Bloop, Bloop".
Now who's got the bias in their speculation?
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Commercials are important!!!!!
Second, regardless if I watch real time or on TIVO, commercials are used in the same important manner, an opportunity to hit the can, grab some drinks, or take that call.
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WTF?!
SUCK!
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More is Less
I watch less TV now for the reasons listed above, and the fact that I now plan ahead what I will watch a bit better. DVR has allowed me to better manage my leisure time both around TV viewing and other projects.
Viva La DVR!
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DVR
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Re: DVR
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DVR.....Good
I've also started to record shows that I haven't watched because it came on as other shows I record.
I fast forward through 90% of the commercials. If networks are worried about us skipping adds, make commercials that will catch your eye in fast forward to make you stop and go back. I've done that before. Otherwise, use product placement.
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Every household will use DVRs differently, but everyhouse hold will have one, just like every other good piece of technology.
My kids (12, 9, and 5) are figuring out that Tivo lets 3 of them share 1 TV, they are already skipping commercials whenever possible. They are growing up expecting efficient technology.
Regardless of how you use a DVR, in a few years we won't know how we lived without them.
Expect advertisers to sneak into the programs you are watching more than ever, maybe even start their own networks. When the easiest way to advertise your product is to make sure characters in your favorite shows are seen using them, the balance of power shifts out of the TV execs hands, and into the hands of the producers.
And yes, you will still pay to watch advertising.
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Re:
No, I dot not concur. I pay for convenience already, and skipping all the commercials is one. DVR and dish are not free, so it better be what I WANT.
DVR is to TV networks as adblock extension is to the Internet
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What we miss...
Other than that, GOOD RIDDANCE commercials!!!
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Why not?
Viva la Buffy?
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Huh?
By the way, we have 2 DVRs (both Panasonics w/DVD recorders and hard drives). I like 'em a lot better than TiVos; they don't try to tell me what to watch and they never call home. ..bruce..
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DVR Owners Watch Less TV?
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Who needs TV?
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Re: Who needs TV?
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TV vs. DVD
I used to just watch the same DVD's over and over. Then I got my Tivo, and now I can watch TV, because it ends. Then I can go do something else.
I probably watch the same amount of stuff, it's just TV shows instead of movies. The advertisers should be glad I'm at least seeing their commercial at 3X speed instead of not seeing it at all.
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I heart my DVR
Strong Bad
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Faulty polling
Serious couch potatoes are never going to be included in ANY poll or study.
They're spending too much time watching TV, and not picking up the phone to talk to a pollster, checking snail-mail to fill out a survey, or logging onto the Internet to do anything. They're just digging their paws into the bowl of Cheetos in front of them and nudging their fat elbows at the person next to them on the couch and saying, "HOLY COW ELMER ISN'T THAT WATERSKIING SQUIRREL SO GOSH DURNED FUNNY?!?!"
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