DVRs - the revolution that wasn't

Unusually, some good news for the TV industry: it seems that Digital Video Recorders, frequently predicted to have a devastating effect on commercial TV revenues by allowing viewers to skip adverts, seem to have had little impact.

From The Economist:

Families with DVRs [in America] seem to spend 15-20% of their viewing time watching pre-recorded shows, and skip only about half of all advertisements. This means only about 5% of television is time-shifted and less than 3% of all advertisements are skipped. Mitigating that loss, people with DVRs watch more television.