The inverse advertising scenario

Fascinating survey by Tivo which finds that the most popular television programs had the least-watched commercials.

The New York Times reports that

The company said that nearly all of the television shows that won 2009 Emmys showed higher levels of ad-skipping than the averages for their respective genres

Todd Juenger, TiVo’s vice president for audience research and measurement, suggested that people watching hit shows were likelier to skip ads because they were more wrapped up in the show than other viewer

Presumably then the worst programmes have th most watched?