Commercials, and the viewers who skip them

A much-anticipated Nielsen report was released last week talking about DVR penetration, such as Tivo, what percentage of users skip over commercials. The conclusion...Nielsen wouldn't say. The OBVIOUS conclusion... a lot of us.

The takeaway for podcasters and other new media producers was this:
According to an analysis of Nielsen ratings data by Sanford C. Bernstein, live viewership among 18- to 49-year-olds of non-sports, prime-time programming at Fox, ABC, NBC and CBS was significantly down during the season, owing to more people using DVRs to watch their favorite shows at later dates.

In other words, the time-shifting habits are well-formed, meaning all we need to do is continue to provide more compelling content.