Study: Most Live TV Viewers Sit Through Ads

It may challenge conventional wisdom, but most live TV viewers apparently don’t grab the remote and go channel-surfing when a commercial pops up on the screen. According to a study from the Council for Research Excellence (CRE), a large majority of viewers (86 percent) stick with the channel during the break in programming.

DVR viewing — and the practice of fast-forwarding through ads — was not part of the research.


  1. Sam says

    Actually, I mute the commercials. Lacking a DVR, I don’t have the opportunity to skip commercials, but I guess it would be used sparingly, since I like the chance to discuss the show during the break.