The latest research about DVR use from Nielsen shows the ad skipping amongst DVRs users can be urban myth. The data shows a lot of Americans with digital video recorders are not fast-forwarding and time-shifting as much as advertisers feared - they still watch an average of two-thirds of the ads. Interesting is the fact that DVRs owners often insist that they never watch commercials, as if skipping commercials is a badge of honor. (Read more here)
Regardless of hate or love for ads, the ad avoiding is the real behavior the questions is only how wide spread it is. There is still the way to go before it will become the sport of other than tech-savvy viewers. Ad 
skipping behavior will become more popular as technology behind becomes easier - "one click" solution can definitely change the rules of the game here.
Meanwhile there are more tools that allows viewers to block ads
Comskip is a free mpeg commercial detector.
Commercial Skip Addin - add on for you Media Center
Show Analyzer - the most advanced commercial detection program available to the public... plus a little extra
Tags: ad avoiders, ad skipping, DVR, commercial detector
