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This research reports the findings from a linked pair of problems which are affecting the measurement of audiences of TV commercials. Results indicate that, when TV programmes are videotaped, the majority of commercials are lost on replay and that, in homes with remote-control equipment, channel-flicking causes a high proportion of commercial-break loss at end-of-programme breaks; considerably more than at mid-programme breaks. In addition, projections are included for each viewing area in the UK for diffusion of these two innovations. A certain degree of lassitude is exhibited by audience research agencies to these technologies, and advertisers need to be informed of the behaviour occasioned by new technology.
Philip J. Kitchen (1986) studied this question.