In the United States, it seems as though everyone has a digital video recorder (DVR) in their home, but is that really the case? No, but research shows that there are units in about 45% - 50% of US TV households. TiVo pulled information from 2 million of its devices to see how people are using them.
According to MediaPost, people who have DVRs tend to watch more recorded and on-demand TV than live television. TiVo confirms that users watch live TV about 38% of the time. The viewership lowers to 27% if a TiVo user also utilizes video options like Netflix, Hulu Plus and YouTube.
Not surprisingly, people who have DVR units in their home use them. This means that advertisers need to compensate for this. One way is to make sure the ads prevalently display the brand. That way, when a commercial is being fast forwarded, the viewer will still see the brand name.
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