PVRs affect the way voters get information about candidates

It shouldn't come as a surprise to anybody that PVR owners are more likely to skip commercials than other people. A recent study shows that while PVR owners skip about 33% of the ads when watching TV, 44% of PVR users say that television commercials are still the most important source of political news.

In other words, candidates are spending their money in the right place -- but only if they're happy getting less return for their money. PVR users tend to be younger and more affluent than other television audiences, and therefore they tend to spend more time online.
Probably one of the main reasons they count television commercials as the most important source of information about candidates is that this is where they're used to getting information. Of course, those who are most interested in politics are going to seek out candidates' websites and news stories.

But perhaps instead of spending millions of dollars on television ads that fewer and fewer people are watching, candidates should be putting more time and money into online advertising.