Fact: 32 per cent of commercial airtime is devoted to commercials.

Fact: if we can skip through them, we do.

What’s to be done? The traditional model for ad base rates stems from program demos and ratings. The new model could switch to ad content based ratings instead. In other words, if networks were paid by ad favorables instead of gross program viewership, then it’s a whole new ball game.
Look for networks, working with rating services, to start factoring ad content as rated by viewers. Result? Ads with high positives get better position. Got a crummy ad not even your mother likes? It won’t be dragging down the program content with it if this new plan works out.

Advertisers whose ad content is graded highly by viewers wins. If you’re tired of Head-On and Depends, then their future could be in your resourceful hands, so the next time you get a chance to zap or view, make sure it’s a dog before you skip.