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NEW YORK A study from Havas’ Media Planning Group has found that users of digital video recorders aren’t just skipping commercials during programs they’ve taped, but are also avoiding ads when viewing live programs.
Nine out of 10 respondents claimed they always or usually skip commercials when watching DVR-recorded material; 59 percent of males said they always skip commercials compared to 69 percent of females. While some 45 percent of respondents said commercials have the potential to be entertaining, 57 percent found them annoying, according to the report.
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