Using Nielsen nPower® data from October 2006 (the first month with DVR viewing data), the authors found dramatic differences in the growth trends of non-live viewing amongst different categories of the linear TV landscape, with national broadcast prime showing the fastest increase (currently in the 30-40% range for persons 18-49). 
While experts have weighed in over the years on the effects of DVR-induced ad avoidance, analysis of the data offers reasons to remain bullish on the linear TV space, while also being cognizant of the need to include in many media plans some exposure in streaming platforms and other video mediums, both established and nascent.”
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DVR Usage, Trends Over Time and Implications for Advertisers Using Linear TV
