Busted!<< No Wonder the Indian Economy Is Booming | Main | All Good Partnerships Come to an End >> David Card | May 05, 2006, 11:20 AM Phillip Swann takes us to task for hyping a worst-case scenario on ad-skipping by DVR users. It's called marketing, Swannee. But he makes some good points. And I concede our report is more cautious than our press release. But let me correct a possible mis-impression. We did ask about how frequently the DVR users skip commercials. Of online adults who subscribe to a DVR service, or who have their PCs set up as DVRs: - 8% skip ads "occasionally" Those figures are all slightly higher for those who watch an above-average amount of TV (the opposite of early adopters), and for the PC-DVR crowd (definitely early adopters). All figures are self-reported, of course. Yeah, they're scary. |
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