Nielsen says that 40% of DVR viewers watch ads.
I don't believe it. This certainly doesn't ring true in our house. We watch virtually zero ads. And everyone I know that has a DVR tells me they love it because they don't watch ads anymore. People even watch "live events" 30 minutes late so they can skip the commercials and catch up.
This feels like a self-serving report by Nielsen.
What do you think?