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With U.S. digital video recorder household penetration nearing 28 percent, the devices are having a greater impact on prime-time ratings than videocassette recorders, even when that technology was present in 90 percent of the nation’s homes.
In the first four weeks of the new TV season, DVR time shifting accounted for 11 percent of all prime-time ratings on the five broadcast networks, according to new research by IPG’s Magna.
What’s more, DVR playbacks now equal 16 percent of all prime-time viewing by consumers age 18-49, per Magna.
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