Two more facts to file under D, for Duhhhhhhhh!: The Nielsen folks have discovered that lots of people are not watching television live but on TiVos other DVRs -- and, even more incredibly, that they use TiVo to speed through the commercials.
MediaPost reports that Nielsen found that adding in viewers who watched a show on TiVo within 72 hours of the original airtime could boost ratings by as much as 24 percent in some age groups. They also discovered that 75 percent of DVR viewing occurs within 24 hours of the original air time, and 20 percent within five minutes -- a strong sign that those viewers simply want to be able to dispense with the commercials.
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