Ad agencies want to know why some viewers actually stop fast-forwarding through commercials to watch some.

The media director for the new StopWatch service had some interesting observations, including this one describing how advertising affects programming.

“You sit down (and watch) cable networks, and there’s an enormous amount of commercial clutter – a lot of it promotional. Then on some channels, they recap what’s been on the show to that point every eight minutes, because they assume that you’re just grazing. So, if you’ve actually been paying attention to the show, you get penalized for that.”

In other TiVo news reporting , someone named Mulcahy is claiming this:
“Live sports are 99% TiVo-proof and advertisers are guaranteed to get the ratings they signed up for.”

I’m skeptical of that number, not just because few things in this world are that certain but because I personally know someone in the one-percent minority.

Also, maybe it’s early and my reading comprehension is down, but if you can figure out who Mulcahy is, chime in.