A study by Millward Brown Media Practice suggests that DVRs or Digital Video recorders through which viewers can skip ad as their wish are yet to elbow out television commercial from the game.
Surely the findings of the study will bring some relief for TV industry honchos as the study tries to de-establish the growing myth that TV advertising is dead.
People who use DVRs said that they watch 61% of prime time shows live and record remaining 39% to watch later.
Michelle de Montigny, senior vice-president of the research firm feels that marketers should not move away from traditional television advertising in the fear of ad skipping.
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