Ad skipping and on demand viewing could cost the TV industry $27 billion in lost ad revenue over the next five years, according to new research released today by Accenture.
The New York-headquartered management and technology consultancy reports that 70% of ads are already being skipped by viewers with digital video recorders; that trend will only get worse as DVR penetration grows from the current 8% of homes with DVRs to a projected 40% by 2009.
Link: TV AD-SKIPPING LOSSES TO HIT $27 BILLION OVER FIVE YEARS.
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