1 in 4 US TV Viewers Say They Never Want to Fast-Forward Through Ads

June 2, 2014

This article is included in these additional categories:

Television | TV Advertising


    Source: Arris Consumer Entertainment Index [download page]

      Notes: Within the US, roughly half of survey respondents indicate that they want to fast-forward through TV ads at least usually. Of note, though, almost one-quarter of US respondents claimed to never want to fast-forward through ads, a figure substantially higher than the 19-country average (16%) and the 4th-highest figure among the markets studied. Within the US, 54% said that being able to skip ads is an important (39%) or crucial (15%) reason for downloading or recording TV programs. That was slightly lower than the 19-country average of 59%.

        Related: The Average American is Exposed to More Than 1 Hour of TV Ads Every Day

          About the Data: The ARRIS CEI interviewed 10,500 respondents from 19 countries including 1,000 respondents from the USA, 1,000 respondents from China, and 500 respondents each from: Argentina, Australia, Brazil, Canada, Chile, France, Germany, India, Japan, Mexico, Russia, Singapore, South Korea, Spain, Sweden, Turkey and the UK.


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