TV & VIDEO - June 9, 1988
A University of Texas communications study says that TV viewers armed with remote controls and VCRs are missing most commercials. University of Texas communications professor Pat Stout said a new rating system shows that the unarmed TV watcher changes channels every three minutes and 42 seconds, but the frequency zooms upward for viewers with remote control and high incomes. The Texas research determined that future tactics may include the use of shorter commercials that will air only a second or two and ads that resemble TV programs.
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