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by Leon Halbert on 8.10.2010 in Advertising, Trends + Surveys 1

A recent article by MediaDailyNews from MediaPost says that DVR use grew 90% from 2007 to 2009 with 37% penetration in Nielsen’s national people markets. Time spent viewing timeshifted TV grew 14.7% from 2009 to 2010.

According to Nielsen Media Research, new data shows that DVR playback has doubled within the past year and viewers are watching more commercials during playback. Their study says that viewers watch between 40% and 50% of commercials during playback, up from previous estimates of 30% to 40%.

While these percentages are impressive, it is important to look at the overall time spent. The Nielsen Company’s Three Screen Report (TV/PC/Mobile) says that as of Q1 2010:

• 292 million people in the U.S. each spent 9 hours and 36 minutes per month viewing timeshifted TV.
• This same 292 million each spent 158 hours and 25 minutes per month tuned to television.
• Data also shows that 138 million people each spend an average of 3 hours and 10 minutes viewing videos on the Internet.
• 20.3 million people who watch mobile videos each spend an average of 3 hours and 37 minutes per month.

The bottom line is real-time TV viewing is still strong with the average time spent viewing recorded programming only 6% of total TV viewing. Television viewing still dominates the use of Internet and mobile video. While viewing on these alternative platforms continues to show strong growth each year, they have a long way to go to equal the strength of traditional television viewing.

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