NBC: Ad Avoidance Greater in Non-DVR Homes

AdLab's quote of the week: "DVRs Don't Kill Commercials, People Do." Under this headline, MediaPost writes:

"Alan Wurtzel, president of NBC Universal Television Research and Media Development, said the problems with commercial avoidance were worse in non-DVR homes than in DVR homes. Wurtzel said the loss in commercial effectiveness was currently just under 7 percent in non-DVR homes, as compared to about 3 percent in DVR homes. The explanation focuses on old technology--regular TV remote devices. Television viewers have used TV remotes for years to avoid commercials--changing channels, muting, etc.--and TV remotes are in many more homes than DVR machines."
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