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In the short term, the industry must decide how new data on DVR usage will be used in computing advertising rates, said Sara Erichson, a general manager at Nielsen Media Research. In a little more than a month, Nielsen will report different numbers for people watching a show live and people watching recorded versions.
The broadcast researchers say they believe the data will convince advertisers _ some of whom have already cut back on their television spending _ of the value of TV commercials.
'We don't like to say the advertisers are wrong,' said David Poltrack, CBS and UPN research chief. 'But we think they're getting a lot of wrong advice.'
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