Sizing Up PVRs

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The consensus among advertising research executives is that digital video recorders (DVRs) could revolutionize the methods of collecting TV-viewership data, refining the industry’s understanding about who’s watching what program and what commercial when and for how long.

With 70 percent or more of TV-viewing households relying on the boxes to receive their programming, and more and more signing on to manipulate programming using DVRs and other time-shifting devices, buyers could get viewing data that is close to a census, rather than relying on the ratings based on much smaller samples from Nielsen Media Research.

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