The Power of Couch Potato-ism

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Guess what? Apparently DVRs aren’t the commercial killers everyone was afraid they’d be.  Even though DVRs let you skip past ads, it turns out that lots of DVR users are too lazy to bother:

Against almost every expectation, nearly half of all people watching delayed shows are still slouching on their couches watching messages about movies, cars and beer. According to Nielsen, 46 percent of viewers 18 to 49 years old for all four networks taken together are watching the commercials during playback, up slightly from last year. Why would people pass on the opportunity to skip through to the next chunk of program content?

The most basic reason, according to Brad Adgate, the senior vice president for research at Horizon Media, a media buying firm, is that the behavior that has underpinned television since its invention still persists to a larger degree than expected.

“It’s still a passive activity,” he said.

Hard to believe.  Maybe lots of people actually like commercials?  I can’t tolerate them, myself. Whenever a commercial break comes on, I start manically flipping through the channels looking for something else.  Maybe a few minutes of a ballgame.  A little bit of CNN.  Anything.  Having to sit through commercials is like having to eat breakfast without something to read in front of me: completely intolerable.

Which really means I should get a DVR and join the 54% of viewers who do skip ads.  Instead I watch shows at their regularly scheduled times and then immediately start channel surfing whenever commercials come on.  Sometimes I get back before the show starts back up, sometimes I don’t.  Pretty dumb, I suppose.

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SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

Truth #4: When we go to work, we're in the fight.

Truth #5: It's about minority rule.

Truth #6: The only thing that can save us is…us.

Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

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