[...] Despite the fact that huge amounts of money (much more than programming) are spent on producing attractive commercials, people do all they can to avoid them. [...]

These findings have not been lost on the advertising or television industries, who have increasingly recognized that the traditional concept of a ratings point may no longer be valid. Ratings measure program watching rather than commercial watching. Indeed, it seems that there is much disparity between the two, and advertisers are starting to voice their discontent at having to pay for viewers who may not be watching their ads at all. [...]