Whilst Sky+ growth continues to be strong Virgin and Freeview are now important players too.
88% of users claim to always or almost always fast forward through the ads. (which backs up anecdotal findings - every group I ask tells me they ffwd the ads)
40% of DVR users claim ad avoiding is a reason for using the technology
And whilst the young are the most likely to do this, its pretty significant amongst all groups up to 45 years old.
Now none of this means TV is dead - the most dramatic forecasts merely take TVs proportion of the US adspend down from 66% to around 50%.
But this does mean we need to rethink how we use TV. Should it be used to drive people to interact with content on other media? Shouldn't we be using the quantity of TV to drive the quality of interaction on other channels?