Two years back, consumer research told us the vast majority of DVR users skipped commercials; now, statisticians at Duke University say that’s not the case. More importantly, even those who do hit that oh-so-tempting skip button aren’t necessarily spending less on advertised products as a result. Pulling data from over 1,200 TiVo boxes over the course of three years, Professor Carl Mela and colleagues found that a staggering 95 percent of television was watched live instead of recorded, giving viewers no opportunity to skip, and even when there was an opportunity, users took it only 6.5 percent of the time.
Moreover, every attempt the researchers made to find a “TiVo effect” failed — comparing those who had DVRs with those who didn’t, they found no significant difference in the amount TV watchers spent on nine different goods (including cleaning and grooming products) advertised. This could be for a variety of reasons — perhaps advertising doesn’t work, period, or perhaps those without DVRs “skipped” commercials simply by walking out of the room — but no matter the reason, it seems these days television advertisers don’t have quite so much to fear.
Continue reading Study finds commercial-skipping DVRs don’t affect purchases, ‘TiVo effect’ may not exist
Study finds commercial-skipping DVRs don’t affect purchases, ‘TiVo effect’ may not exist originally appeared on Engadget on Thu, 06 May 2010 21:19:00 EST. Please see our terms for use of feeds.
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Your next Energy Star-approved HDTV? Chances are it’ll be a little greener than your last one, thanks to the new 4.0 ratings going into effect. These drastically reduce allowable consumption for displays, offering on average a 40 percent improvement in efficiency compared to 3.0 models, meaning a 50-inch set can consume, at most, 153 watts (compared to 318 in the 3.0 world). Beyond that, a display that has been turned “off” can consume no more than one solitary watt whilst waiting for your next command. All sets produced as of May 1 must meet these new regulations to earn that prestigious blue badge, and then in 2012 the 5.0 rules come into effect, dropping maximum consumption by roughly another 40 percent — good news for those who love the planet as much as they love watching Nature on peripheral vision-filling display.
Energy Star 4.0 goes into effect for HDTVs, puts ‘em on a diet originally appeared on Engadget on Tue, 04 May 2010 09:56:00 EST. Please see our terms for use of feeds.
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