TORONTO – Personal video recorders are not yet affecting how most Canadians watch television, says the Television Bureau of Canada.
According to a recent BBM Analytics omniVU study released by the TVB, PVR penetration among those 18+ is only 13.5%. Of those who use their PVRs to fast forward or skip commercials, more than half report they will stop to watch commercials that are of interest to them or that they found entertaining.
“This is good news for television, advertisers and agencies,” says TVB president and CEO Theresa Treutler, in the release. “It shows that mainstream television advertising remains relevant and effective.”
Survey respondents reported that 98.8% of their television viewing is live and not in a PVR playback mode. Of those viewing in playback mode, “three quarters say they are aware of the ads they are fast forwarding or skipping,” reads the release.
“Taking into account the small proportion of viewing in playback mode, these results indicate that the PVR is currently having little effect on commercial awareness,” said Treutler. “Using a PVR to skip commercials is currently not much of an issue.”
And, added the TVB, according to separate research conducted by CBS in the United States, PVR usage is actually adding ratings via playback viewing. “This leads to larger program audiences than live viewing only,” reads the release.
The TVB is the industry association whose members are Canadian commercial television broadcasters.
