Nielsen refines their research on TV audiences, comes up with surprising results:
A portion of a new study by Nielsen Media Research from 1,750 homes with DVRs shows that while TV networks have observed that the number of people watching shows have gone down, those numbers jump back up when time-shifted DVR viewing is accounted for.
What about time spent watching ads?
Commercial ad viewership increased when DVR viewing was accounted for as well. In homes with DVRs, ad viewership jumped 32 percent when shows were viewed within three days of live broadcast. Considering that viewership of TV shows in general jumped by 73 percent during that time period, however, it’s clear that about half of all DVR users are happy to make use of their DVRs’ ad-skipping abilities.