When asked whether they skip ads 100% of the time, 52% of men ages 55 to 64 said they do. By comparison, only 21% of males ages 12 to 17 report skipping ads 100% of the time.
One theory is that old people are more focused on their TV watching, and skip the ads so they can get right back to their shows, whereas multitasking teenagers just flip on their iPods or Nintendo DSs when the commercials play.
But I have another theory:
The most tech-savvy teens — those who would be most likely to fast forward through the ads on a DVR — aren’t watching television at all.
All they’re doing is listening to their iPods, texting their friends, playing video games and surfing the Web. Watching television just isn’t part of the daily routine for kids addicted to more interactive forms of electronic entertainment.
What do you think?
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