Blink and You’ll Miss It

Even with the proliferation of online and mobile video, 99% of all video content in America is consumed on TV, and television viewership remains steady.  But the number of people using the DVR and watching that content on their own schedule is on the rise.  Viewers are watching an average of 7 hours of recorded content each month.  This means that a lot of those viewers are fast-forwarding through commercials.  If you advertise on television, how does this fact affect the way your commercials should be created?