Myers on PVR ads

30.9% of PVR owners skipped or fast forwarded all commercials, and a further 21.7% indicated they did this to most commercials. This means that if 30% of homes have a PVR by the end of the decade and 50% of PVR users are skipping all or most commercials, TV advertising will become less effective for most advertisers. Saying that, the Myers Group survey did also indicate that PVR users skip commercials, but 15.3% will stop for selected ones.