The Power of Couch Potato-ism

Guess what? Apparently DVRs aren’t the commercial killers everyone was afraid they’d be.  Even though DVRs let you skip past ads, it turns out that lots of DVR users are too lazy to bother:

Against almost every expectation, nearly half of all people watching delayed shows are still slouching on their couches watching messages about movies, cars and beer. According to Nielsen, 46 percent of viewers 18 to 49 years old for all four networks taken together are watching the commercials during playback, up slightly from last year. Why would people pass on the opportunity to skip through to the next chunk of program content?

The most basic reason, according to Brad Adgate, the senior vice president for research at Horizon Media, a media buying firm, is that the behavior that has underpinned television since its invention still persists to a larger degree than expected.

“It’s still a passive activity,” he said.

Hard to believe.  Maybe lots of people actually like commercials?  I can’t tolerate them, myself. Whenever a commercial break comes on, I start manically flipping through the channels looking for something else.  Maybe a few minutes of a ballgame.  A little bit of CNN.  Anything.  Having to sit through commercials is like having to eat breakfast without something to read in front of me: completely intolerable.

Which really means I should get a DVR and join the 54% of viewers who do skip ads.  Instead I watch shows at their regularly scheduled times and then immediately start channel surfing whenever commercials come on.  Sometimes I get back before the show starts back up, sometimes I don’t.  Pretty dumb, I suppose.

THANK YOU.

We recently wrapped up the crowdfunding campaign for our ambitious Mother Jones Corruption Project, and it was a smashing success. About 10,364 readers pitched in with donations averaging $45, and together they contributed about $467,374 toward our $500,000 goal.

That's amazing. We still have donations from letters we sent in the mail coming back to us, so we're on pace to hit—if not exceed—that goal. Thank you so much. We'll keep you posted here as the project ramps up, and you can join the hundreds of readers who have alerted us to corruption to dig into.

We Recommend

Latest

Sign up for our newsletters

Subscribe and we'll send Mother Jones straight to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate

Share your feedback: We’re planning to launch a new version of the comments section. Help us test it.