From the Hollywood Reporter (via ArtsJournal) . . . —J.S.

Four out of five TiVo and DVR owners use the technology to systematically skip all ads, research released Monday revealed.

Both TiVo and service provider DVR customers are just as likely to skip most commercials, according to the survey by ABI Research. It showed just how much advertisers are ignored by viewers who use the technology: nearly four of five TiVo customers and more than 82% of service provider DVR customers indicated that they skip all or most commercials.

Both types also are likely to record significant amounts of TV per day. Nearly half of TiVo owners indicated that they recorded two or more hours per day, while 43% of service provider DVR owners record a similar amount of shows.

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