Study Shows DVRs Lesser Threat Than Feared

"A study conducted between February and August 2004 by Horowitz Associates for ESPN, was designed to reveal what the impact of DVRs would be when given to "non-early adopters." The study was intended to determine how DVRs influence viewing behavior and exposure to advertising among the later adopters who were given DVRs as part of the test. As it turns out, many didn't even want the devices.

Of the 157 households that participated in the test, 90 returned their DVRs for a variety or reasons including: complaints about the installation process, the cost of DVRs, or the fact that the digital set-top devices clashed with or didn't fit into their home furnishings. Among those who opted to keep their DVRs, Gordon said there was an indication that they continued to view TV commercials, even during fast-forward mode. "

-- MediaPost (free reg.)
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