It looks like those who insist that widespread DVR use is rendering spot cable advertising (as well as other types of television advertising) ineffective will need to wake up and smell the numbers. According to new research released from the Cable Advertising Bureau, the most recent Nielson numbers indicate that despite DVRs and similar technology achieving almost complete market penetration, the large majority of viewers (85%) still watch live. Also interesting to note is that over half of those who time shift watch the programming within one day of its original airing, and the closer a viewer watches a program to its original airing, the more likely they are to also watch the commercials. You can download the report from the Cable Advertising Bureau at the following link for more details: http://www.onetvworld.org/main/cab/research/2007ResearchSnapshots/in-a-timeshifted-world-85.shtml