According to DVR Research Institute, 20% of US viewers will actively skip TV ads by 2011 (from 6% currently), as DVR sales continue to rise, writes Media Life. The firm estimates that DVR-enabled households will grow to 50% during the same period, from about a third in 2009. DVR Research Institute also notes that viewers are more likely to skip ads the longer they use their devices.
Rival data from Leichtman Research Group suggests that the 50% ownership level won't be reached until 2012 with ad skipping growing to 16%. However, both studies agree on the general trend, as do marketers: 83% now believe that the growing ownership of DVRs will hit the effectiveness of TV campaigns.
From Media Life: http://www.medialifemagazine.com, 02/07/2009
DVR Research Institute: http://www.dvrresearch.com