But what about the ADVERTISERS?

Cry me a river.

It's a terrifying statistic for advertisers and networks because, "The thing that scares us most is that they say, 'When we get TiVo, we're going to skip commercials,'" said Kristi Argyilan, executive vice president of channel insight at Arnold, a Boston ad agency. And Pam McNeely, group media director at Dailey & Associates Advertising (IPG ), figures the number of installed DVRs could go to 40 percent by the end of 2007. "You tell that to clients," she says, "and they say, 'Oh, my God! I'm cutting TV spending.'"

Link