Pulling their heads up out of the sand long enough to conduct a joint press conference, the Big Four and Pipsqueak Two broadcast networks urged advertisers to count DVR playback audiences in their advertising guarantees.
One tiny problem: Research from multiple sources indicates that people with DVRs consistently skip upwards of 75% of all commercials during playback. The networks counter that DVR owners also tend to watch more television — 12% more, in fact.
That’s groovy and all, but if I’m an advertiser, I’m going: “Okay, so they watch 12% more TV, but they still skip 75% of the ads in it. That means they’re really only getting a net increase of 3% more exposure to ads…which means that 72% of my ads are still being skipped…and you want me to pay full price for that why, again?”
To which the networks respond: “Heh-heh. Um. Well. Gosh, look at the time. You’re awfully good with numbers, by the way. Have you thought about going into accounting? No? You’re going to stay right here? Huh. Okay. Hey, is that my phone ringing? I’ve gotta go.”
