PVRs in 6.3 million UK homes

PVRs seem like old news now, but we still think the impact is underestimated by the industry.
New data from Sky shows they have 5.4m customers with Sky+ boxes (of which 779k are High Definition). And Freeview recently reported they have sold over 900k Freeview + boxes.
And, whilst we know that BARB data and others suggest this is not quite the case, the majority of PVR users claim to always/almost always fast forward through ads. We wonder how much attention is being paid to these ads?

Comments

[John Griffiths]

fair point - I blogged today myself in kneejerk reaction to thinkbox's measure it by the yard approach to TV advertising - more is not necessarily better. Wonder what they are going to say a year from now when digital spend roars past - they will have to focus on quality then: http://paab.typepad.com/furtherandfaster/2009/01/how-much-is-enough-tv-advertising-hits-42-a-day-pp.html

[Dan Calladine]

Great stat - I've added it to my stats blog:

http://digital-stats.blogspot.com/2009/02/63m-uk-homes-have-pvrs.html

Dan

[Jim Belosic]

We're experiencing the same thing here in the states...makes you wonde how the industry can compete with 'commercial-less' TV. No doubt we'll see a huge rise in pop-up and lower banner ads during the shows.

[Kieron Monahan]

I am interested to compare this with latest figures on:

percentage of time people with PVRs watch live TV vs recorded.
Total amount of time (rec'd + live) people with PVRs spend watching TV vs total amount of time people without PVRs watch TV.

anyone got anything recent on those? Dan? (very useful blog btw).