"Digital video recording in the summer isn't up to the same levels of usage during the regular season--and that could be good news for advertisers. Recent data from TiVo shows that more viewers are primarily watching prime-time shows live in the summer than during the regular season. Of the 25 top-rated shows in TiVo's universe of 3.3 million homes, 21 were primarily viewed live during the summer. This pattern is the exact opposite of the regular season, when 21 shows were primarily recorded, and only four were seen primarily live."
-- Media Post
Study: TV Viewing is Rising
DVRs Used To Replay Ads
Study Shows DVRs Lesser Threat Than Feared
One-Third of DVR Users Watch Ads