Television: Counting The Eyeballs

" In the TiVo Age, Mad Ave is turning to services that explain which ads work

By some estimates two-thirds of TV viewers cut the sound during commercials, channel-surf, or skip them altogether because they are annoying or irrelevant. In fact, if TV commercials were subjected to ratings the way TV programs are, most would be canceled faster than Martha Stewart's The Apprentice ..."

http://www.businessweek.com/magazine/content/06_03/b3967116.htm?chan=db