I use the DVR so often and so religiously, that I myself cant even sit through an ad anymore. I fast forward, I pause it, or if those capabilities are gone, Ill lower the volume and look away. It has become complete habit. I do understand that eventually if all do this, I will possibly have to pay more for TV programs, but I am happy to do that, or not do that, but I certainly will not waste a minute watching an ad, even if it means spending two minutes avoiding it.
Seriously, try it. Its very liberating.
As far as ads on sports stars....most are just millionaires throwing a ball around. I don't give a f*ck what they do either.
