DVR captures a different audience.

Nielsen product placement has come out with a few new numbers that show that DVRs are being used to time shift drum roll.... Scripted shows instead of reality shows. What this means is that all of that fabulous product placement going on surrounding reality shows is not garnering the repeat eyes. People watch these scripted shows because they get hooked into the plot and want to watch repeatedly and when they want to. Their also is an interesting discussion of how production techniques may be changing sow that viewers on the smaller screen may get a better look at the subject. Production people will be required to shift their ideas on how they produce content as their is a shift to smaller screens both for those pesky product placements as well as to better showcase the production.