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4.5 mln DVR users in 2005, 64% of them skip all commercials

Currently, there are about 3.6 mln TiVos in the marketplace, Wall Street Journal reports.

Currently, there are about 3.6 mln TiVos in the marketplace, Wall Street Journal reports. According to Kagan Research, the number of US consumers with a DVR will go from 1.8 mln in 2004 to 4.5 mln in at the end of 2005, a 150% jump. In 2004, media-buying firm Magna Global projected that by 2008 there would be 23.4 mln homes with a DVR. But in a new report issued a few months ago, that number was increased to more than 25 mln. A study conducted in 2003 by TiVo and media-buying firm Starcom Worldwide found that 77% of TiVo users who recorded a prime-time program to watch later skipped the commercials when they got around to watching it. CBS found that 64% of DVR users skipped all commercials and an additional 26% blew through most spots. Frank N. Magid Associates found that only one-third of DVR users don't skip commercials.