The Sky Is Not Falling

The popular press and the ad trades would have you believe that tv viewing is in steep decline, and that this steep decline is exacerbated by heavy DVR usage (TiVo, etc.) disrupting the traditional effectiveness of tv advertising.The facts tell a different story.If you read Nailed you saw how TAC used Nielsen data from November, 2006 to report that about 1.6% of total tv commercials are skipped