• Ad Age, Thursday, August 3, 2006 12:30 PM

Men will more likely zap through TV ads, according to a Roper survey. For its 2006 Media, Advertising and Brands study, Roper surveyed 1,000 people, and of the 24 percent of respondents who had DVRs, 65 percent of men said they skip commercials to cut down on the viewing time of recorded shows--but only 56 percent of women said they did. In a survey conducted last year, Roper said 11 percent of respondents were DVR owners, with 21 percent of men saying they used their DVRs to skip ads, compared to 10 percent of women. The difference, Ad Age notes, may well be "the evolution of the male channel-flipper." Says Brad Adgate, svp research at Horizon Media: "I don't think it's that surprising. Considering men control the remote at home, why wouldn't they control the fast-forwarding mechanism as well?"

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