Chronomancy!

From the New York Times:
...more viewers are watching shows delayed rather than live, using TiVo and other DVRs. Research indicates those viewers are more likely to fast-forward through spots than those who watch live TV.

...

"More likely"? I should think so. How many people have the Matrix-esque ability to fast forward through live TV anyway?

Someone got paid, probably vast amounts of money, to "research" that...