How Much Should Live Viewing Really Matter To Advertisers?

Time shifting % for original scripted shows:
1) 40%
for cable
2) 20% for broadcast

Several studies have shown that 75% of commercials from DVR are skipped.

Viewership for The Big Bang Theory gained 28% (3.9m) when DVR/VOD viewership for the following 3 days was factored in.

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