Advertisements in DVR time: The shelf life of recorded television commercials in drama, reality, and sports programs

Time-shifted television can time-shift advertising. This study explores the frequency and timing of digital video recorder (DVR) advertising views in a sample of 2015–2016 drama, reality, and sports programs.
Kent, Mosley, and Schweidel


  • Owners of digital video recorders (DVRs) commonly zip advertisements, fast-forwarding through them on recorded material.
  • About 70 percent of all advertisements may be zipped in DVR playback.
  • DVR viewing varies by genre, with DVR usage highest for drama, lower for reality programs, and lowest for live sports.
  • Dramas also have a higher rate of DVR advertisement viewing than the other two ...
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