Ad Skipping: Tall Tales

Some some say they use their DVRs to skip all ads, a recent survey that suggests 100 percent of males in the 55 to 64 age bracket skip all ads is an improbable story.

Approximately 30 percent of online Americans, ages 12 to 64, own or subscribe to a TiVo or a DVR service from their cable or satellite company. And some amount of ad skipping does occur in a fair number of those homes, one has to assume.

But perhaps we should not take literally what some people say they do.

When asked whether they skip ads 100 percent of the time, 52 percent of men ages 55 to 64 said they do, according to research conducted by Frank N. Magid Associates. By comparison, only 21 percent of males ages 12 to 17 report skipping ads all of the time.

There are, to be sure, other studies that suggest ads are more likely to be skipped when time-delayed content is watched. You might ask yourself whether human beings you know tend to do so. You might also ask whether you have seen users--watching content in real time--behave so aggressively that all ads are skipped.

That some people might skip all ads is possible. It probably does happen in some cases. Anecdotally, I'd have to say I've never actually seen a human being behave that way. But then, most human beings I know watch only some time-delayed content. Most of the viewing still occurs in real time, and other studies suggest the amount of ad skipping is far mroe prevalent for time-delayed material.