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TiVo released the first batch of data (covering May 2008) from its new second-by-second commercial audience measurement service, PowerWatch, which company officials said supported the idea that viewers skip fewer ads that they see as relevant to their circumstances.
The data from the service is drawn from a panel of 20,000 volunteer TiVo users and it revealed that all demographic segments time shift and fast-forward through commercials at a high rate. In prime time on the broadcast networks, about 57 percent of all viewing is time shifted and 66 percent of the ads are skipped.
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