Admitting to having been caught up in the hype with earlier predictions, IDC Senior Analyst Greg Ireland has revised their DVR adoption figure to 30 percent by 2008. Even with cable companies offering DVR within set top boxes contributing to the rise, Ireland does not think it’s an ad killer saying, “…as much as DVRs are hyped as killers of commercials, the most re-watched segments of big events like the Super Bowl or the Oscars are the ads. [DVRs] obviously have the potential to disrupt how viewers watch commercials, but I don’t think they’re going to end TV advertising.” One wonders, though, whether your run-of-the-mill ad in an average rated television program will ever see the light of day.
