With apologies to Michael Sippey, I had to use that title. What could be more obvious than the stats on DVR viewing habits? DVR = digital video recorder, and it’s the name of the category that TiVo has otherwise defined like Kleenex defined facial tissues. The Center for Media Research summarizes a Forrester Research report (well, press release) titled “Forrester Research Conducts In-Depth Survey Of DVR Users To Uncover Key Trends Impacting The Television And Advertising Industries.” Glad the survey was “in-depth,” but is any of the news really “uncovered” by this survey?
The bottom line from the survey: “consumers who own digital video recorders (DVRs) like TiVo, spend nearly 60 percent of their time watching recorded or delayed programs, in which they skip 92 percent of ads.” Ummm… that is the whole point of getting a TiVo, people: it’s one more tool in the (futile?) attempt to wrest more time out of each day. Or at least steal some of that time back without changing habits wholesale. Even if I happen to sit down in front of live TV I’m interested in, I pause it and try and complete some other short task, just so I can come back and skip commercials.
And this from a consumer who willingly subscribes to an AdForum email which shows me the top five ad campaigns of the week. I’ve even bookmarked two of the best from the last several months to note here, but the links (Nuts and AIDS) no longer work. Different mistake, but not my point tonight. Surprise me, interest me, engage me… and you win my time. Otherwise, I go to extreme efforts to reclaim seconds of my life.
All of this reminds me… I need to revisit a Season Pass for The Daily Show. Coming into the election endgame (if it only were a game…), Stewart and crew are sure to bring to light some of the moments that will make me laugh and cringe all at once.