Skipping commercials is good for advertisers
Techdirt reports on various studies on behaviors and information retention related to televiewers skipping commercials, particularly those who own digital video recorders, such as the popular TiVo. It’s a widely-accepted practice to fast-forward through advertisements, but one study seems to conclude that DVR owners seem to remember advertisements as much as those that watch free TV. This must be because of the subliminal effect of having to watch a commercial zip through your eyes in fast-forward, or perhaps the concentration required in scanning the scenes being fast-forwarded to the start of the actual show itself.
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