Key Findings Confirm that Television Remains the Dominant Screen
TV users are exposed to, on average, 72 minutes of TV ads and promos per day, thus dispelling the common belief that consumers tend to channel hop or engage in other methods of commercial avoidance.
Early DVR owners tend to spend more time with DVR playback than new DVR owners, indicating that late adopters of DVRs, who may have acquired their DVR as part of a cable or satellite package, might be less likely to time-shift.
While television remains the No. 1 medium, computer use has replaced radio as the No. 2 media activity. Radio is now No. 3 and and print media (including newspapers and magazines) is now in fourth place.