DVRs Screw Up Nielsen; Commercials Now Rated Too

You knew it would go on : DVRs are finally breaking down the goggle box ratings system .

Because DVRs make skipping over commercial message so easily , Nielsen is now shit commercials themselves , ground in part on how often the great unwashed stop fast - forwarding and look out them . According to a New York Times account , DVRs have also bear upon show military rank themselves : after a single night , a show like How I Met Your female parent might have a 2.7 , but by the end of the week , when everyone with a DVR has watched it , the military rating might be much eminent , at 4.1 . The fuss is , both of these new ratings take calendar week to litigate .

There here are some issues that the article did n’t mention , though .

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1 ) What about dual - tuner DVRs ? On a Sunday night , I can watch Family Guy and Cold Case , even though they are on opposite one another . Since DVRs in general only make up about 20 percent of the viewing interview , it may not be pregnant yet , but that ’s go to really screw up ratings as we screw it .

2 ) What about the DVR providers ? TiVo and the alike must have absurd realtime info about who watches what and which commercials are fishy enough to cease for . Nielsen has a reasonably elaborated scheme that has worked for web and advertiser for many eld , but TiVo or the cable television co ’s could walk in with a few realtime charts and close that matter down ready , right ?

Maybe part of the reason TiVo has lasted so long through loggerheaded and fragile is that it contract serious Nielsen consulting fee . [ NYT ]

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