Viewers Fast-Forwarding Past Ads? Not Always
New York Times

It turns out that a lot of people with digital video recorders are not fast-forwarding and time-shifting as much as advertisers feared. According to new data released yesterday by the Nielsen Company, people who own digital video recorders, or DVRs, still watch, on average, two-thirds of the ads.

Roughly, that average would mean that DVR owners either watch one-third, two-thirds or three-thirds of the ads (and a small amount in the no-thirds range). I probably fall more in the one-third range, but that should still tell advertisers 'Hey, we TiVo users WILL watch your ad if it's eye-catching.'