2008 numbers on the amount of TV ads skipped while using a DVR product reached about 6%. That means of all commercials, people fast-forwared or jumped over 6% of all ads on TV. That number is expected to rise to 16% by 2011. (source DVR Research Institute from the Hollywood Reporter)
For advertisers, what does that mean? Well it means that there in 2008, there were an estimated $5 Billion of advertising that went unseen, of the $80 Billion annually. The number may reach $14 Billion in two years.
Recently I wrote about the “Death of TV Ads“, which talked about the increasing demand of people wanting to buy there content verses having to see content paid for by ad sales. The assumption would be that if people are using DVR’s more often, then they will be apart of the trend to get away from paid advertising content.