shorter commercial breaks testing on usa

USA Network is running a five day test this week to see how people respond to a less cluttered advertising environment. During one commercial break on their test program, viewers will see only two 30 second spots (from Walgreen and Allstate). A typical commercial break is two to four minutes. The chart above shows that for the average hour of programming, users see 15 minutes of commercials. Could shorter breaks be just enough that Tivo users might just deal with it, rather than fast forward? Do people still watch TV?

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