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Commercial Overload

By Published on .

New research from Roper Starch Worldwide shows that consumers are zapping commercials more than ever. In 1990, 28 percent of respondents said they often switch to another channel during ads; this year, that figure hit 39 percent. One in four say they're amused by funny commercials, but 45 percent get up and do something else until the show comes back on. Only 19 percent say they sit and watch commercials, a 14-percentage point drop from 1985.

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