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Wotta Surprise: Networks Cave on DVR Ad-Skipping June 5, 2006

Posted by David Card in Media.

Now that’s a surprise.

    Walt Disney Co.’s ABC issued a statement today confirming the network was prepared to negotiate with agencies using the existing ratings metric of “live only,” meaning it will only charge marketers for viewers who watch programs when they are aired (and not for viewers who watch later using a digital video recorder).

I mean, who’s the buyer and who’s the seller here? And yes, 50% of DVR users actually do skip a lot of commercials. Just in case you were wondering.

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