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So People Do Skip Commercials

According to research from Ofcom, U.K.’s communications regulator, over 75% of people using time-shifting in the U.K. say they always or almost always fast forward through commercials. The study looked at both DVR users and other time-shifted viewing.

More specifically, Ofcom found that 40% of DVR users fast forward through commercials regularly, while 58% have ever done it.

This goes against what many surveys in the U.S. claim: that people are more interested in time-shifting rather than skipping commercials.

For example, research from the Liechtmann Group found that just 8% of DVR users say the ability to skip commercials is the main benefit of owning a DVR.

And another story from the NY Times recently reported that DVR owners watch about 40% of commercials.

Informitv says:

“The latest research by Ofcom…confirms anecdotal accounts, suggesting that skipping commercials is much more popular than the television industry tends to admit.”

The numbers are just everywhere on this.

So what about the anecdotal evidence? I always ask people I know if they skip through commercials and many say they never watch them. Researchers, however, say the opposite? Who do we believe? Who can advertisers believe? Can someone provide a definitive answer?

Bonus: Go to Ofcom’s site to download the report, which is split into about three different PDFs.

Bonus #2: Additionally, Ofcom found that 15% of U.K. homes have a DVR either through Sky+, V+ or Freeview DVR.

[tags] Ofcom, DVR, PVR, digital video recorder, advertising, Tivo, research [/tags]

Posted in Advertising, Research, U.K.