According to Deadline Hollywood,
The percentage of broadcast commercials skipped by DVR users dropped to 46.7% in the 2011/2012 season from 58.8% in 2007/2008. For cable, 50.4% of the ads were skipped this past season vs. 52.8% in 2007/2008.
So not only are half of us watching ads we could easily skip, about ten percent of us have stopped bothering to skip.
Slate theorizes that it has something to do with all those commercials that look like the show you're watching.
This is good news for the business model of broadcast TV and free cable, which depend on viewers "agreeing" to watch ads in return for getting shows for free.
In the long run, I 'spect everything will wind up on something like Netflix or something like iTunes -- either a subscription fee for unlimited streamed content, or an à la carte menu for streamed content. But it doesn't look like we're anywhere near a tipping point.
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