TiVo may have the answer. The DVR maker is offering buyers data on viewing on some of its digital video recorders that would reveal just how much ad-skipping does take place. But the information is new, and it could take buyers many months to analyze. That means it probably won’t become a tool for negotiations until next year’s upfront.
An article on how DVRs impact TV ratings, and how TiVo’s Stop||Watch service can provide the most detailed information on actual viewing patterns.