Half of DVR users skip ads, study says

NEW YORK (AP) -- Bad news for network T-V sales departments.

New research finds that more than half of the users of digital video recorders fast-forward through commercials while watching prime-time network fare.

This month, Nielsen Media Research began measuring how habits have changed in the estimated 17 percent of American homes that own D-V-Rs.

The study indicates that D-V-Rs are used frequently. Among people ages 18 to 49, 42 percent of prime-time T-V was time-shifted instead of watched live.

There's one bright spot. Among D-V-R households, viewership of the typical prime-time show increases by 73 percent when people who have watched it later on D-V-R are included. However, the number of people watching the commercials goes up only 32 percent -- meaning more than half the D-V-R viewers avoided ads.

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