It's no surprise that people who use digital video recorders zap through most TV commercials. But new research suggests they are doing it more than ever. There's also fresh evidence that women are
less prone to skipping ads than men. The "2006 Media, Advertising and Brands Survey" from Roper Consulting found that among DVD owners, 65 percent of men skipped through commercials, and 56 percent of
women fast-forwarded through ads. The study revealed that last year only 21 percent of male and 10 percent of female DVR owners said they used the technology to skip commercials. Among the women, 20
percent said they don't mind watching commercials and as a result, tend not to skip them. But 18 percent said that while they let the commercials run, they ignore them. "They might use that time to do
something around the house...maybe make a quick phone call," says John Bishop of Roper Consulting, whereas "men just compartmentalize and probably just [are] only watching TV."
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