NEW YORK: Roper Reports' Media, Advertising and Brands survey 2006 reveals that men are more likely than women to skip commercials, adding another element to the industry debate over commercial ratings and consumer engagement.
Roper surveyed 1,000 people, 24% of whom who were DVR owners. Of this subset, 65% of men said they skip commercials to cut down on the viewing time of recorded shows. But fewer women, 56%, said they fast-forward through the ads.
Moreover, 20% of women who own DVRs said they generally don't mind watching commercials and tend not to skip them. Eighteen percent said they let the commercials run but don't watch them.