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MediaBuyerPlanner: The drop in TV viewing is most likely due to real changes in viewing habits and is not due to TV ratings methods, according to a new report from Nielsen - and it looks as though the biggest losses in television viewing come from the homes that watched the most TV last year.
Part, but not all, of the reduction in viewing can be attributed to the purchase and use of DVRs, says Nielsen (via MediaPost).
The penetration of DVRs in Nielsen's sample has grown from about 7 percent last year to 17 percent this year. That increase was due in part to an actual increase in DVR penetration combined with an increase in Nielsen's ability to recruit more DVR households. Nielsen's sample is actually considered to be slightly lower in DVR penetration than the total U.S. population.
The report does not offer any concrete reason for the changes in viewing. Nielsen said it will conduct additional research into how DVRs impact TV usage in DVR households.
A client advisory released by Nielsen in August 2006 indicated that adults with DVRs in the household watched more TV rather than less. That study backed up similar claims by the broadcast networks.
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