Use of DVRs and Cable Viewing Up

The findings in a study by Horowitz Associates shows that use of DVRs is increasing. Not surprising but the key question remains: how many are skipping commercials and how often. Anecdotal experience indicates that many people do skip through in spite of some studies that try and offer support to advertisers and the standard tv business model. Maybe the means to measure this will be established, but content owners and distributors need to work together to figure out how tv economics will work as more individuals watch tv on their own schedules and may decide which commercial spots are worth their time.