Just a few days ago, TiVo released some public results from their Stop||Watch service. Those results have caused a bit of a furor in the industry press. The most alarmed article seems to be from Media Life Magazine, which seems to take TiVo’s news as dire.
Ratings just released by TiVo, the DVR-maker, suggest the falloff in ratings from program to commercial is much steeper. TiVo viewers are not only fast-forwarding through recorded commercials. They’re also simply turning off commercials when watching shows live in their original broadcast.
These dismaying findings come from TiVo’s StopWatch service, which tracks second-by-second viewing on 20,000 of its DVRs.