Summary:
Results of three-plus years of research by Information Resources Inc. into DVR [1] vs. non-DVR [2] households show purchase of new package-goods products in DVR households was about 5% lower than in non-DVR households for IRI's industry bestselling "Pacesetter" brands and that about 20% of all brands in the study lost statistically significant volume in households with DVRs.
For the complete article, click here. [3]Advertising Age: March 24, 2008
By Jack Neff