At the end of 2008, 22 per cent of UK households had a DTR. The majority of these households had Sky+ and data from these homes (collected via the SkyView panel of more than 33,000) shows that, once a household gets a DTR, they watch 17 per cent more television. 82 per cent of their viewing is to normal, linear, broadcast TV without fast-forwarding the ads. In the 18 per cent of TV viewing that is time-shifted (i.e. not watched as live broadcast), viewers still watch 30 per cent of the ads at normal speed. Overall, the extra viewing encouraged by owning a DTR results in viewers watching 2 per cent more ads at normal speed than they did before the DTR was installed.