Television advertisers, be warned.  DVR ownership is on the rise which could foretell significant changes for ad makers and sellers.  A new study by the Carmel Group assesses that by 2010 over half cable subscribers will have digital video recorders.

Currently, 28 percent of cable subscribers have DVRs in their homes. The study predicts that by the end of the decade, over 50 percent of homes will have DVRs – that’s roughly 32 million households in three years.

The Carmel Group pulled its data from three sources – its own historical archive dating back to 1997-1998, the combined data compiled from two surveys conducted in 2005 and 2006, and current data from almost 2,200 U.S. respondents of the Carmel Group’s 2007 survey that was run during February-March 2007.

On-going legal battles surrounding DVR development make the exact nature of future DVRs unknown but the study seems to infer that the price may fall for DVRs or they may become more easily accessible in order for them to become so prevalent. Time will tell, but I for one think the DVR is a great progressive piece and a must have any future-reaching home theater.

You can download the entire study if you want to but be warned, it will set you back $2,000.