Did you think that people with Tivo were skipping ads? According to the TV industry, you thought wrong!

Contrary to some anecdotal evidence and many industry forecasters, new research indicates that the use of digital video recorders - gadgets that allow users to record TV shows and zip through commercials - actually increases the amount of viewer exposure to ads because people with the devices end up watching more TV, executives from major TV networks said in a presentation to reporters Wednesday.

New research shows that homes with DVRs watch 12% more TV, and could boost the average prime-time audience for a show by an average of 4%, exposing viewers to more commercials.

Although most DVR users zip past ads, proprietary research from the TV networks found that 58% pay attention to commercials while fast forwarding and 53% have gone back to watch commercials they mistakenly skipped.

We are glad those TV execs stepped in to provide this helpful research that is in no way biased to help them generate more revenue. Everyone we know is constantly hitting rewind to see the ads they missed. Sometimes we even just watch the commercials on an endless loop!