Dekortage writes "Analyzing DVR viewing research, Ad Age has noted something unexpected: older DVR users are more likely to skip ads than younger DVR users. The skew is particularly apparent among men: 50% of seniors skipping all the ads, but only 20% of teens do so. Women of any age group tend to be around 35%. Ad Age hypothesizes that younger viewers 'just pay attention to other media when the ads are on TV or, worse yet, perhaps the TV is just 'background music'... I always thought that ad skipping was a major benefit of DVRs. Do you skip all the ads?"
"All the people are so happy now, their heads are caving in. I'm glad they
are a snowman with protective rubber skin"
-- They Might Be Giants