46 percent of people don't fast forward through commercials

Good news for media companies-according to Nielsen, 46 percent of viewers aged 19-49 years old don't fast forward through commercials when they DVR shows.

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.