If you're like me, you never, ever skip ads with your PVR (I can't even look you in the eye when I say that). Well, apparently there's about to be a lot more ad skippers out there according to a report by research company Accenture. According to a report at RevolutionMagazine.com:

The future of TV ad revenues is expected to be in decline within the next five years as the number of viewers choosing to skip ads jumps from 2% to 22%, according to a new report.

They continue:

Advertisers are already fighting back against ad-skipping technology by finding new ways of reaching consumers. These include product placement, longer-format ads for video-on-demand services and ad messages that would appear on screen even as a viewer presses the fast-forward button.

The thing about all of this is that we all know ads are a neccessity. As more people skip ads, advertisors will have to find different and probably more intrusive ways to market their product. Oh well, that's the price of technology! I'm gonna' do my part and go watch an hour of commercials.

More at RevolutionMagazine.com