Some more bad news on the DVR front for advertisers… Ad-skipping and on-demand viewing could result in $27 billion in lost ad revenue for the TV industry over the next five years, according to new research by Accenture, reports AdAge. The research suggests that the impact of DVRs, video on demand and interactive TV will be much greater than previously thought.

Viewers with DVRs skip 70 percent of ads, a trend expected to get worse as DVR penetration grows from 8 percent of homes to a projected 40 percent by 2009, according to Accenture's research.

AdAge adds that after having played down the impact of ad-skipping technology, broadcast network executives are now admitting that DVRs pose a serious threat to their ad base.