Approximately 30% of online Americans, ages 12 to 64, own or subscribe to a TiVo or a DVR service from their cable or satellite company. And of course, we assume that everyone with one of those devices is skipping all their TV ads all the time. But that isn't true.
|Photo: Stephanie Diani|
|Mike Vorhaus is senior VP-managing director of new media and strategy for Frank N. Magid Associates.|
Many people might assume that young men and women are the heaviest ad skippers, given that this behavior requires the use of a newer technology. Perhaps one explanation of the results is that the older men are very focused on their TV viewing, while the younger people may well be multitasking while watching TV: texting, instant messaging, surfing the web and playing a game (or two). In that case, who needs ad skipping? They just pay attention to other media when the ads are on TV or, worse yet, perhaps the TV is just "background music" for the younger demos.