Are DVR viewers becoming more tolerant of TV ads? It’s probably a little bit early to call it a trend, but a greater percentage of time shifters watched network TV commercials during the first week of the season, versus a year ago, according to network and agency analyses of Nielsen’s C3 ratings for premiere week.
Still, viewer erosion continues to be a big problem for TV, and the picture is clouded by the lack of a standard measure across all viewing sources, including broadcast, cable, online and mobile, media executives said.
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