Looking at Data Through a DVR

What You Should Have Read, Jan. 4, 2008

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Looking at Data Through a DVR
The Wall Street Journal dives into the data analysis, focusing on Janice Finkel-Greene, Initiative's exec VP-futures and technology, who with her team digs through reams of data on TV ratings, looking for answers to one of the biggest questions facing the TV business: How is the growing number of digital video recorders changing the way people do -- or don't -- watch commercials? One finding: In general, the closer viewers watch a show to its original airtime the more likely they are to watch the ads.
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