AdAge says DVR on the rise

(AdAge.com) -- Use of DVRs is on the rise, and so are studies observing its users. The latest, from Mediamark Research Inc., culls demographic information on DVR households, such as education and media habits. The study found that the percentage of households with digital video recorders is up to 11.2% from last fall's 8.6%.

MRI is one of many companies trying to get their fingers on the pulse of DVR usage, which Nielsen Media Research estimates is at 7.1% and should rise to 12% by the end of the year. Earlier this week TiVo announced the launch of its Audience Research and Measurement division, which will offer second-by-second data on DVR-based ad viewing. But it is Nielson that will be the "gatekeeper" of such behavioral patterns as usage and time shifting, Mr. Adgate said, because it is the "currency" of the industry. Nielson announced earlier this month it will offer minute-by-minute ratings for commercials.

[S]aid Brad Adgate, senior VP-director of research for Horizon Media. "All prognostications indicate penetration is going to increase for the upcoming few years."