On average, TiVo has found that its users spend nearly half of their television time watching programs recorded earlier. And viewers of those recorded shows skip about 70 percent of the commercials, said Todd Juenger, TiVo’s vice president for audience research.
But TiVo says that at a more detailed level there are wide variations in the numbers. The new research service, which is intended mainly for advertisers, could help them understand how to get more people to watch recorded commercials, like changing the content of ads or running them during certain kinds of programming.
UPDATE: Product Placement to Surge 25% in ’06 from AdAge