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Study finds commercial-skipping DVRs don’t affect purchases, ‘TiVo effect’ may not exist — Engadget

May 6

Two years back, consumer research told us the vast majority of DVR users skipped commercials; now, statisticians at Duke University say that’s not the case. More importantly, even those who do hit that oh-so-tempting skip button aren’t necessarily spending less on advertised products as a result. Pulling data from over 1,200 TiVo boxes over the course of three years, Professor Carl Mela and colleagues found that a staggering 95 percent of television was watched live instead of recorded, giving viewers no opportunity to skip, and even when there was an opportunity, users took it only 6.5 percent of the time.

Full Article Study finds commercial-skipping DVRs don’t affect purchases, ‘TiVo effect’ may not exist — Engadget.

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