More and more viewers are watching TV programs after recording them on their DVRs, says a new study by Nielsen Research. According to the study released on Wednesday, the average U.S. TV viewer watched nearly 10 1/2 hours of time-shifted TV per month by the end of 2010, with a huge jump recorded in the third quarter when DVR viewing rose 17.9 percent over the same quarter a year earlier. Fourth-quarter viewing was up 13.4 percent over 2009. Nielsen indicated that the increase is due primarily to more people using DVRs and not by more DVR viewing. Among DVR households alone, the average person watches time-shifted programs 26 hours per month. Nielsen also indicated that those viewers are likely using their DVRs to skip commercials, but it provided no further data on that issue. (At least one analyst has suggested that television networks don't want to see that data come to light for fear that it might turn off advertisers.)
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