DVR Penetration to Eclipse 30% of Homes by 2009

Since televison began, viewers have found ways to avoid ads. As viewers got more creative (leave the room), advertisers did too (make the commercials louder...to which viewers responded by making the Mute button on their remotes their new best friend). It is a vicious cycle, especially considering the public's passion for tuning into SuperBowl Sunday...not just for the game itself, but to see the ads!

Yet, the fact remains, viewers like to avoid ads when watching television. But digital video recorders (DVRs) are particularly disruptive because of the ease with which they allow users to skip to ads. eMarketer reports that before the turn of this decade, DVRs will penetrate 30% of all US households –a special statistic because it means the technology moves beyond the "early adopter" stage. This isn't all bad news for advertisers. Reports and forecasting also show that DVRs and video-on-demand (VOD) will actually end up creating more opportunities for advertisers because they "inevitably result in an increase in TV viewing", per eMarketer's report US DVR and VOD Usage: Ad Skippers and Time Shifters.



Bottom line reports eMarketer: "TV distribution and access are changing and those willing to adapt to the new breed of TV viewer will reap the rewards. By letting go of how, when and where content is accessed, content providers can reach a greater audience that is able to consume more of its content."

One must always take door in the old adage: one door closes and another door opens.