DVRs: Good for TV, Great for Women

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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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