You Needed Research for That?

It's good to check out seemingly-obvious assumptions with research. But when I read that WPP Group's Mindshare has made the amazing discovery that the ability to skip commercials is a key feature for DVR buyers, it was hard to react with any thought other than, "No kidding."

Broadcasters have said that this is not an important feature - it's the ability to time-shift that matters. Well, of course they said that. They need to sell ads. They're not going to tell their advertisers that lots of people are skipping the ads.

That doesn't change reality, though.