Fun fact from CBS' numbers guru, David Poltrack (whose statistics-laden lectures on TV trends are one of the surprise hits of this and just about every TCA press tour):

People who fast-forward through commercials actually absorb more information about the products advertised than people who don't, according to one study.

Why?

Probably because fast-forwarding requires you to actually watch the TV, while letting the commercials play through gives you time to visit the bathroom or grab a beer.

As a result, Poltrack said, advertisers are tending to show their logos for more of the commercials in order to make even more of an impression as they speed by.