4.5 mln DVR users in 2005, 64% of them skip all commercials

Currently, there are about 3.6 mln TiVos in the marketplace, Wall Street Journal reports. According to Kagan Research, the number of US consumers with a DVR will go from 1.8 mln in 2004 to 4.5 mln in at the end of 2005, a 150% jump. In 2004, media-buying firm Magna Global projected that by 2008 there would be 23.4 mln homes with a DVR. But in a new report issued a few months ago, that number was increased to more than 25 mln. A study conducted in 2003 by TiVo and media-buying firm Starcom Worldwide found that 77% of TiVo users who recorded a prime-time program to watch later skipped the commercials when they got around to watching it. CBS found that 64% of DVR users skipped all commercials and an additional 26% blew through most spots. Frank N. Magid Associates found that only one-third of DVR users don’t skip commercials.