That's not because anyone loves sitting through commercials. Given a choice, 66% of people surveyed said they would rather see product placement in their favorite shows than actually watch commercial interruptions. They don't think product placement works -- only 3% said brand integration makes them want to go buy the products -- but they'd rather see that than commercials.
Fully 31% of people with digital video recorders say they watch "none" of the shows they record, the survey found. Maybe that's an echo of the Netflix effect, in which Netflix members clog up their queues with movies they think they should watch, like "Citizen Kane," instead of movies they actually would watch, like "Bad Boys 3." Maybe everyone is Tivo-ing "John Adams" while they actually gather around "American Gladiators." The survey doesn't say.
The rise of year-round programming proved at least a modest winner: Of the 1,000 adults surveyed, according to EW, 55% agree that spring and summer schedules have improved.
And it's true that 58% of respondents said they would be more likely to watch a new TV show with a title that seems familiar, which is good news ahead of a season that will see revamped versions of "Knight Rider," "Beverly Hills 90210" and "Robinson Crusoe." But not all series from our past are reincarnated equally. When asked which remake or adaptation they were most excited to see, the talking car show won with 28%.
The survey also asked respondents whether they could describe what the upfronts are. You'll be shocked to hear that more than half didn't know. The most popular wrong answer, from 11%, said they thought the upfronts were parties held before political conventions. And 15% nailed it, calling them TV networks' annual sales pitches to advertisers.