Neilsen to begin measuring DVR use

Nielsen will begin measuring DVR use this year for the first time.  How this will affect advertising measurement is yet to be determined.  Although some won't admit it, common sense says that people will skip commercials when playing back a recording.  With the new ratings, we should be able to tell what's being recorded and what commercials are being watched.  The metrics won't really start shaking things up until DVRs have a higher adoption rate.  However, this could happen quickly and it could create Chaos in the way TV audiences are measured. - Paul Herring