Numeris Media Technology Trends
Despite claims to the contrary, the vast majority of Canadians do not use technology to skip television commercials. To skip or fast forward commercials there are two basic requirements, #1 you must have a PVR and #2 you must be watching recorded or time delayed television.
As stated above, commercials may only be skipped or fast forwarded during recorded or time delayed viewing, even with a PVR you cannot skip/fast forward LIVE TV, and as reported by Numeris PPM data, 93% of all TV viewing is LIVE.
These numbers are projected penetration rates for TV households coming from a proportionate stratified probability sample of approximately 15,000 respondents (n ˜ 15,000/month).
Penetration as of March 2014