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WHY IS DVR INFORMATION SO IMPORTANT AND HOW DOES TRA MEASURE DVR DATA (playback, ad-skipping etc.)?

April 26, 2017Data DVR measure playback Tra

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WHY IS DVR INFORMATION SO IMPORTANT AND HOW DOES TRA MEASURE DVR DATA (playback, ad-skipping etc.)?

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Today, DVRs are the 6th rated “network” on television. They are in more than a third of U.S. TV homes. The highest rated programs on television garner as much as 30% of their audience from DVR playback, and the total level of DVR playback across all homes (including non-DVR homes) has now reached nearly a 10 share of prime time viewing, equal to the average of the top 5 broadcast networks. TRA is able to report DVR playback as a composite rating today and will report TiVo playback by program and commercial on all keymetrics such as C3 basis. A $70B/year medium deserves a system that does keep up with its behavioral changes, and TRA is committed to keeping pace with the ultra-rapid changes overtaking all aspects of our business and therefore DVR must not be treated with less than definitive measurement.