More than half of New Zealanders pre record TV shows so they can fast forward through the advertisements. Photo / Thinkstock
Television watchers and radio listeners are becoming more skilled at dodging adverts, a survey has found.
The survey by independent marketing company Reachmedia found that 57 per cent of its 1000 New Zealand respondents would deliberately record television programmes so they could fast-forward through the commercials.
There was also a
growing use of other devices to pass the time while TV commercials were playing, with three quarters saying they used their smartphone, tablet, or laptop to keep them entertained while ads were on air.
Flicking to other channels was another way of avoiding advertising, with 85 per cent of respondents channel surfing during the commercial breaks, the survey said.
Twenty-four per cent of those surveyed said they used an internet radio service to avoid hearing radio commercials and more than half (55 per cent) would switch to another station when hearing radio advertisements, the survey said.
