Answer to Vexing Question: Who's Not Watching Ads

ANSWER TO VEXING QUESTION: WHO'S NOT WATCHING ADS
[SOURCE: Wall Street Journal, AUTHOR: Rebecca Dana rebecca.dana@wsj.com and Stephanie Kang]
As much as one-fifth of the audience for television's most popular shows are skipping the commercials, according to the first round of commercial data for the new fall season, released yesterday by Nielsen Media Research. The data were for the week of Sept. 24, the week most fall shows premiered. The ratings track the number of viewers watching advertisements during the live broadcast of a show and during playbacks of the show from digital-video-recording devices for three days thereafter. The figures underscore concerns expressed by marketers about the effectiveness of TV advertising given the rising use of digital video recorders, now in nearly 20% of households. The figures show wide variations in the proportion of an audience skipping commercials, with the highest rate of ad skipping occurring among some of the most high-profile network shows.
http://online.wsj.com/article/SB119258237478561380.html?mod=todays_us_ma...
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