That's startling information.
Is there any study of what segment of viewers skip commercials?
Wee children are probably absorbing every single cereal commercial aired, but busy decision-makers would seem more likely to FF.
Vince | Homepage | 10.22.08 - 8:06 am | #

For the nerd crowd: Saying TV advertising is dead because of a 3.6% drop in viewership is like saying Opera is the most popular browser ever. (Hint: It should be, but it's not. I'll let you decide if I mean one, the other, or both nouns from the previous statement.)
Giania | Homepage | 10.22.08 - 9:30 am | #

hehehe... I also read yesterday a post that announced blogs are condemned too. If you want to take a look... take it. It's on my saved links from 21st October.
Tedel | Homepage | 10.22.08 - 11:54 am | #

@Tedel I read that one yesterday. Some points I agree on, some I don't. I'm strongly considering doing a total Devil's Advocate rebuttal. (With special emphasis on the idea that Calacanis and Scoble do not speak for the entire internet-using population.)
Giania | Homepage | 10.22.08 - 12:28 pm | #

I can't see how anyone lives without TiVo, it's the best thing for a relationship since the 2nd bathroom.
But those of you that have it, have you noticed something? I always ask the BoyPie to stop FF to watch the movie trailers; he always stops FF to watch the car porn. Do any of you have 'always-watch' types of spots?
GirlPie | 10.22.08 - 2:28 pm | #

This has ZERO to do with the bulk of your great post, but I'd like to thank you for commenting on the WTF issue regarding Drinkability. How is it I'm not getting paid to write shite like that? Something to look forward to when I graduate from being a junior writer, I suppose?
Patrick | Homepage | 10.23.08 - 3:05 pm | #

Patrick,
More about "Drinkability" coming on Friday.
ad contrarian | Homepage | 10.23.08 - 4:36 pm | #