09/28/2009 09:49:40 AM 
For a show like Mad Men, 85% of viewing is timeshifted and 83% of the ads are viewed on fast forward.
This presents planners and buyers with an interesting challenge, some of the best loved and top rated shows, while looking attractive from an audience basis, don't convert too well when it comes to ad viewing. This is probably common sense, if you've got the chance to get back to the program you are really enjoying as fast as possible, why are you going to let something get in the way. Perhaps we should be surprised that the numbers aren't higher; 34% of Daily Show viewers on Tivo don't fast forward through the ads.
Posted by Ed Cotton
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