Interesting graph showing the satisfaction of television viewers before and after the acquisition of a DVR (digital video recorder like Tivo).  With this kind of love being expressed for the DVR experience, you have to expect that market penetration will continue to climb and that more and more ads will be skipped.  However, there is some evidence that recall is higher on ads that are "skipped".  The bottom line is that the way people are consuming television is being radically changed when they go DVR.  Understanding those changes is going to be key for digital content producers in the future.