DVRs: Good for TV, Great for Women

Nielsen released new data today showing that DVRs are increasing the amount of television being watched, and that women are the real power users.

Since 2005, DVRs have helped spur a 3 percent bump in TV viewing at 9 p.m. and a 5 percent boost between 11 p.m. and midnight. Viewers are also pushing back the traditional boundaries of “prime-time,” as people record shows and watch them later that same night.

The people using DVRs the most, or “heavy shifters,” are 18- to 49-year-old middle income women who record and later watch 26 hours of TV a week. And what are they heavy shifting? Oprah, soap operas and reality shows.

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