Nielsen Commercial Ratings Debut

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NEW YORK Nielsen Media Research begins issuing its commercial ratings today, and the company disclosed some revealing data about how DVRs—now in 17 percent of U.S. homes—have changed viewing patterns.

Based on data for prime time the week of April 30, 42 percent of network TV in DVR homes was viewed in playback mode, while 58 percent was watched live.

“About half” the viewers watching in playback mode “are skipping through the [commercial] spots,” according to Pat McDonough, svp, planning policy and analysis at Nielsen.

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