Lost Remote: NBC: DVR a ‘huge benefit’ Lost Remote is out with a bit on the latest fuzzy math from NBC Research Chief Alan Wurtzel.
The networks are in a bit of a pickle. On the one hand they need to talk out of the left side of their mouth to their advertisers saying that PVR useage doesn’t really matter (ok, whatever you say Alan) while on the other hand they need to talk out of the right side of their mouth discouraging people from using them.
Wurtzel’s most recent quote from Lost Remote concludes that, “the DVR is frankly a huge benefit for us all.”
Of course you might also remember Wurtzel’s comments late last year when he suggested that “God intended” for us to watch television live, not with PVRs.
Hmmmm… I wonder, would Jesus be watching Law and Order live, with the commercials, or would he use his TiVo?
Lost Remote points us to Wurtzel’s most recent comments on a study from industry news site broadcastingcable.com.
“Citing recent Nielsen Media Research data, Wurtzel said that the impact of commercial skipping in non-DVR households is actually greater than that in homes that have a DVR.
Looking at an average of prime time viewing for the six broadcast networks, Wurtzel said that he found a drop in commercial effectiveness that averages less than 3% in homes with a DVR. On the other hand, Wurtzel said, there was a nearly 7% drop in commercial effectiveness in homes that did not have a DVR. Further, Wurtzel said, for a drop in commercial effectiveness to reach even 10%, DVR penetration in households would have to hit 35%. That is a number that is not expected until around 2009-2010; currently, DVR penetration is 10%.”
Ok, now I’m thoroughly confused. I may have to consult a priest on this one.