Next on Screen Jam: Viewers Who Choose To Watch Commercials
by Jon Weisman
" ...even when people watch recorded shows later, many are not fast-forwarding through the ads. On average, Nielsen found, DVR owners watch 40 percent of commercials that they could skip over perhaps because they like ads, don't mind them or simply can't be bothered."
It does make sense to me that people will watch an ad right at the beginning or end of a series of commercials, because you can be captured at the moment you're starting or stopping your fast-forwarding. But I'm surprised many people would actively choose ad-viewing.