Duke study: TiVo doesn’t hurt TV advertising

Triangle Business Journal:: "• He says about 95 percent of people still watch television live and, as a result, cannot fast forward through the commercials.

• Even those without a DVR can skip commercials by using the breaks to go to the kitchen or flip to a different channel.

• While viewers fast-forwarded through about 70 percent of the commercials in shows they recorded, they still watch the screen to know where to resume play, meaning they are still being exposed to the advertisements.

• And the ability to record a show and watch it later means consumers are watching more television.