AdWeek: MPG Finds DVR Users Skip Ads, Taped or Live

A Media Planning Group study found that nine out of ten respondents said they usually or always skip ads - even with live programming - when they use their digital video recorders (DVRs). Almost half noted that some commercials have the potential to be entertaining, but in the current television environment, in which they cannot choose which ones they see, many are opting to block them completely.

Interestingly, females were more likely to deliberately avoid the ads. Only one in six respondents said they watch ads while viewing live programming. Not all of them use their DVRs to block the ads; many just get up and leave the room or switch the channels.