One in 10 ads could be skipped by 2009, Accenture says

By 2009, some 40% of U.S. homes will have DVR systems such as TiVo and about 10% of TV advertisements may be skipped over as a result, according to a new study by Accenture. At present, about 8% of U.S. homes have DVR technology, which results in about 2% of ads being skipped.

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