TiVo's Stop||Watch ratings service shows that this year's lot of Emmy-winning shows posted higher fast-forwarding numbers of commercials -- as well as being time-shifted in general -- in TiVo households.
Viewers of Emmy-winning drama AMC's "Mad Men" fast-forwarded through commercials 83% of the time. This was against all drama, which was at a 73% level. Likewise, "Men" was time-shifted more -- 85% of the time, versus 75% of the overall drama group.
Emmy-winning animated comedy "South Park" was at a 66% fast-forwarding level, versus 55% for all TV animation. "South Park" was time-shifted at an 82% level versus 69% for the group.
Same with variety winner "The Daily Show with Jon Stewart," which had its viewers fast-forwarding at a 66% rate versus 58% for similar shows. Time-shifting was at a 78% clip versus 53% overall.
Somewhat of a special note to NBC -- "30 Rock" viewers were the least prone to fast-forward through commercials of any Emmy-winning program: 64%. The show was also slightly lower versus the 66% for all comedies.
TiVo notes that of those prime-time non-sports Emmy program categories, variety programming is time-shifted the least -- just 53% of the time. Reality programming as a group comes next, at 65% of the time; then sitcoms at 68%; animated programming, 69%; and dramas, 75%.
Stop||Watch ratings service data comes from a daily, anonymous and random sample of 250,000 TiVo subscribers.