According to Jupiter Research, 53 percent of people with DVRs skip through advertisements. If these consumers skip through advertisements 100 percent of the time, advertising revenue could drop by $8 billion. According to the article Study: Commercial-Skipping Could Threaten $8B in TV Ads, Jupiter Research suggests "television networks and advertisers rethink programming and advertising strategies to cope with how DVRs are being used."
Another interesting find made by Jupiter Research is that they found that most households with DVRs don't watch any more TV than households with DVRs. So, if you are holding off getting a DVR because you are afraid that it might make you and your family couch potatoes, you should go ahead and get a DVR.
To find out more about this research, you can go to Jupiter Research's Web site.
