Does fast-forwarding through commercials hurt advertisers?

A few weeks ago, my co-bloggers were doubtful that it is possible to watch 36 hours of television in a week. The main factor that makes television viewing on this scale possible for me is the DVR, which allows

me to tape two shows simultaneously. It also allows me to easily fast-forward through commercials, and  because of the DVR,  the only commercials I see anymore are when I’m watching live sports. While the ability to easily record a show and watch it later (and fast forward through commercials as you watch it later) has improved the quality of life for my roommates and me, I’ve often wondered how it affects advertisers. After all, it’s their money that pays for my favorite shows.

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