TORONTO – About half the Canadians who use a digital video recorder to watch TV still consume the ads that are of interest to them, according to the Television Bureau of Canada.
The (TVB) PVR Survey conducted by BBM Analytics in July 2010 also found that the vast majority of those who fast forward commercials “report awareness of the advertisers in the ads they are skipping,” reads Wednesday’s press release.
In Canada, almost all weekly viewing is in real time (as opposed to viewing of previously DVR-recorded programming) anyway, as penetration of the devices is far lower in Canada (estimated at 20%) than Stateside (some reports peg it at 40% there).
“According to BBM Canada, adults 18+ watch 29.1 average weekly hours of television (National PPM data averaged over first 47 weeks of 2009/10 broadcast year). Of this total, the average weekly hours of live viewing is 28.2 (96.9% of viewing), while the average weekly hours of playback viewing is just 0.91 (3.1% of viewing),” reads the release.
But even for those who like their DVRs, 45.4% of adults 18+ say they stop to watch commercials that are of interest to them. It was even higher for those 35-49 (51.9%), and 35-54 (54.6%). The main reasons for stopping to watch a commercial during playback for adults 18+ was that they found the commercial entertaining (42.9%,) and they were interested in the product (41.3%).
“In addition, the survey found that when fast forwarding or skipping through commercials, 66.9% of adults 18+ confirmed that they are aware of the advertisers. This was even higher for the 18-49 (69.8%) and 25-49 (75.7%) demographics,” the release continues.
