DVR ratings nearing 20 percent

Cory Bergman November 3rd, 2006

The number of people watching time-delayed shows on their DVRs is rising fast. On the October 11th episode of Lost, for example, 16 percent of viewers ages 18-49 watched the recorded show within seven days after it aired. Some predict that popular shows like Lost will hit 20 percent in the demographic by the end of the season. (And in some markets with high DVR penetration, that number is even higher.) So naturally, broadcasters want to be compensated for time-shifted viewing, but media buyers are refusing to pay. After all, most people watching recorded shows are skipping commercials — some estimates have it as high as 75 percent. Watch for this battle to intensify in the next few weeks with buyers finally agreeing to pay, but at a much smaller cost per point.