I can’t believe someone actually pays for studies like this. “A recent study in England has found…wait for it….almost 90% of users of DVR/TV time shifting devices skip the ads in the shows they have recorded. “It really took a market research study by Deloitte to figure this out? “Stunning!! A revelation of market research!!” In the same story, the respondents did say that if the “ad pods” were shorter, they would consider paying more attention to the advertising. As noted earlier this week, some advertisers are grappling with this situation by trying to fake out viewers by having their ads look so much like the show that they are watching that they will stop Fast Forwarding through the ads.