Shocking DVR relevations - folks still watch ads

Even DVR households watch the ads.

Key digits:

* 33% of TV homes now own DVRS
* According to Nielsen, 46 percent of viewers 18 to 49 years old for all four networks taken together are watching the commercials during playback. Why? People are lazy, they forget.
* Viewership of DVRs (standard measurement is DVR plus three days playback) turning big shows bigger, marginal shows into middling successes.
* DVR viewing adding 7 to 12 percent increase to ratings, wtih some shows showing increases of more than 20 percent.
* Networks initially opposed the commercial-plus-three system because 6 to 8 percent of commercials were already being avoided during live broadcasts because people switched channels.
* Will networks want commercial ratings plus seven days? Right now, those views free to advertisers.