I'm seriously shocked that the numbers are still that high. I might be an outlier, but I haven't watch "TV" in more than 10 years, and a lot of people around me are the same.

We went from TV to an increase in DVD rentals, to Netflix, and now more and more to just rent movies from google etc...

As people are more ready to pay for entertainment rather than put up with ads, what worries me is the shift in to more insidious form of ads such as product placement.