While at the 4 As conference in Orlando last week, I enjoyed a particularly fun conversation with a friend about one aspect of his TV viewing habits. My friend — whom we shall call “K” — records a daily sports program of an hour in length, which he watches the next day over breakfast. “How long do you think it takes me to watch it?” was his question to me. Well, since the program occupies an hour of total air time and he was watching on a DVR, I went for the obvious answer and assumed he went through the ads in fast-forward mode, so duly answered, “Around 42 minutes or so.” As it turns out, I couldn’t have been further from the truth: his actual time is typically more like 8-10 minutes, K said.

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