That’s the number Nielsen Media Research CEO Susan Whiting came up with, for 2007, though even that seems low to me. The measurement giant showed that in sample homes with DVRs, 40% of broadcast viewing occurs using those time-shifting devices.
Networks think that about half of DVR users actually sit through the ads (really?) and they are upset that they are not compensated for those viewers. Networks backed down on demands earlier this year on these demands, but are gearing up to argue the case in 2007 upfronts.
One estimate suggests that if the networks lose that fight again, and continue to be paid only on the basis of live viewing, lost revenue could be as much as $600 million next year compared with an estimated $300 million in 2006.