“It’s still a passive activity,” Brad Adgate, the senior vice president for research at Horizon Media, told the New York Times.
Which means that people with DVRs still sit through commercials because they’re too lazy to use a remote. With 1/3 of US households watching television through their DVR, when factored into ratings, many shows are increasing their viewership in the range of 7 to 12 percent, with some shows having increases of more than 20 percent. The four networks together are averaging a 10 percent increase.
Shocking! But there it is. Only now have networks come to realize that just because people watch television shows on time delay or on the internet doesn’t mean that people aren’t watching shows. Doesn’t take a genius to figure that out, but I guess it does take a television executive about three years.