Comments on: The media is not so happy with Stop||Watch results

By: Brian Purcell

Brian Purcell — Thu, 19 Jul 2007 07:04:15 +0000

Also, after reading the Media Life article, I have a dispute with its view that Nielsen’s ad ratings are flawed. It uses TiVo’s data to show that ad ratings are far lower than 7 percent dropoff estimated by Nielsen. There are far more Cable DVR’s out there than TiVo’s, and I would like to make an educated guess that TiVo users time-shift and FF commercials at a MUCH higher rate than Cable DVR users (based on the belief that TiVo users are more hardcore about those kinds of things). If Nielsen is using data from both TiVo and cable DVR users, I wouldn’t be surprised by the 7 percent estimate.

By: megazone

megazone — Thu, 19 Jul 2007 06:59:42 +0000

I think it is bad phrasing by the author – a lot of people watch ‘LiveTV’ slightly delayed and skip forward through the ads. Or they pause during the ads, do other things, then resume and jump back into the show.

By: Brian Purcell

Brian Purcell — Thu, 19 Jul 2007 06:53:04 +0000

What do they mean by turning off commercials during live TV? If you’re watching live, how do you turn it off (without obviously turning the TV off, which obviously isn’t happening)? Do they mean people are changing the channel? I assumed Neilsen already knows the stats on that, especially during sweeps.