You know those situations where everyone knows something yet no one is courageous enough to just blurt out the obvious? Pardon us, but yes, people do actually use their DVRs to skip commercials. In case our word isn't good enough for you, research firm Oliver Wyman has just completed a study which found that 85% of the 1,000 global participants used their DVR to skip at least three-quarters of all commercials. Furthermore, most viewers stated that they would not be willing to "watch advertising even when it underwrites free content," and they wouldn't want to pay extra (in addition to the DVR cost, we presume) to remove ads. Really though, we ad skippers are simply keeping those lucrative media marketing firms on their toes, and trust us, they have / will continue to find ways to circumvent our circumvention. Full release after the jump.

Here at Engadget HD, we've been watching TV for a long, long time, and we can't honestly say that we've ever viewed commercial time as content time. Nevertheless, MTV Networks is teaming up with Cadbury and DISH Network in order to launch its "first-ever advertiser-supported interactive television campaign." Available "exclusively" to DISH Network customers (a curse disguised as a blessing?), the campaign will debut during The N's reality series Queen Bees on July 11th at 9:00PM ET / PT. Put simply, it will present viewers with sets of questions to answer during the show (no, that's not distracting at all), and in the next commercial break, the poll results will be shown. According to the outfits involved, this is their attempt to "reinvent commercial time as content time" and "encourage viewer retention throughout the pod." We're curious -- does anyone at MTV / Cadbury / DISH actually believe this stuff, or does it just sound great on a conference call?

Light control is probably the biggest challenge to a good projection setup. The subterranean nature of London's subway is pretty much ideal in that regard, and now CBS Outdoor has brought its cross-track projection (XTP) system to the Tube. The Piccadilly Circus, Euston, Bank, Liverpool Street and Bond Street stations have been outfitted with a total of 23 14-foot screens that are getting HD video ads beamed onto them, sans audio (thankfully). There are plans to build out to 150 XTP screens and compliment them with 2,000 digital screens Tube-wide, which all fits in with CBS Outdoors' plans to bathe subway riders in advertisement. If ad-targeting tech is brought into the equation, we see some potential for really embarrassing hilarity. Meanwhile, London readers are encouraged to let us all know how the picture XTP quality is holding up!

Nearly two years ago, we heard that HDTV was coming to South Africa. Fast forward to now, and that prophecy has finally come true. DStv is launching in SA this August in order to bring the 2008 Olympic Games to residents in high-definition. Aside from prepping HD DVRs for the occasion, it's also looking to celebrate by offering up free advertising on the channel until March of 2009. Apparently Oracle Airtime Sales (OATS) is hoping that marketers will seize the opportunity to advertise their wares in high-def, and we have all ideas said company will receive more than a few calls from outfits looking to take it up on the offer.

We have to admit that in the current ad-happy climate we didn't think it would take some six months for an enterprising company to market TiVo's rich data mine. TRA will be licensing and marketing the info coming from TiVo customers, and the combination of viewing, demographic and purchasing data seems like a marketer's dream come true. Add in the growing trend towards targeted content, and you can guess what advertisers have in mind -- making accurate correlations between ad exposure and buying behavior. Sure, it sounds really creepy, but rest assured that the data is anonymous, so marketers will know how someone exactly like you behaves without knowing it's explicitly you. If you're still uneasy, we'd recommend getting off the grid entirely, because this sort of advertisement looks like it's here to stay.

Not like you couldn't piece this one together yourself, but NBC Universal isn't going to let this opportunity pass it by. Just like the run-up to the SuperBowl, it's planning on using the Olympics as a campaign platform for HD. Reportedly, affiliates will be "provided with on-air, direct mail and bill stuffers to promote HDTV content sales, as well as material designed to retain current HDTV subscribers." In other words, expect to see an onslaught of ads coaxing folks into making the jump to high-def if they haven't already. Gotta love those marketing gurus, eh?

We spotted something this week that really got our heads spinning: a fairly fail proof method to keep ad skipping (at least partially) at bay. During a re-run of Family Guy on TBS, Bill Engvall casually walked onto the bottom of the screen, paused Family Guy and proceeded to pimp his own show for a solid 15 seconds. Yeah, TBS is known for self-promotion, but this just feels downright slimy. It prompted us to fire up this poll, however, which beckons you readers to cast your vote for the most annoying form of advertisement. Feel free to chime in below with specific experiences if you feel led, and make sure to use the heck out of that DVR while you still can -- clearly, these guys are all too ready to institute workarounds to hinder ad skipping. The Bill Engvall violation video is waiting after the break.

You've got to have some serious firepower to attract eyes in Las Vegas -- after all, there's already enough neon in place to keep the average tourist distracted for hours. That being said, Samsung thinks it has what it takes, as it's teaming up with Outdoor Promotions in order to install eighteen 70-inch 1080p LCD panels "on prominent bus shelters spanning the Vegas strip from the Mandalay Bay Resort & Casino on the south side to the Rivera Hotel and Casino at the north end." The units will all be sunlight-readable and boast 2,000 nits of brightness along with localized audio. We're told that advertisements put up on the beastly sets will shuffle every 7.5- to 15-seconds in a continuous loop, and while the initial 18 are slated to go up in October, another 20 are planned for early 2009 (pre-CES, pretty please?)

[Image courtesy of IntelligentEconomy]

Merely months after Verizon managed to secure Michael Bay's talents to campaign for FiOS, the carrier has now snagged Celtics superstar Kevin Garnett to push its fiber-based services. The NBA big man is now starring in a 30-second spot for Verizon's FiOS, showing off just how much he adores the innovative Home Media DVR with multi-room recording playback capabilities (its words, not ours). First Frank Caliendo, then Mr. Bay, now KG -- who's next, Don King?

Just like a George Orwell flick gone awry, OMDM's movable E-K50 II LED display is downright frightening. The gargantuan display is basically one with a car, and it comes complete with built-in speakers to really get the message across. We can hear it now: "Please deposit your mobile communication devices here, telepathy is the new unlimited plan." Yikes.

There's little doubt that interactive advertising has arrived, and while we just heard that Macrovision would be taking a look at DVR usage in order to better position its marketing attack, NBC Universal has now partnered up with DISH Network in order to do something similar. The agreement will provide "interactive trigger capabilities to NBC Universal's 14 television networks and 10 NBC owned-and-operated TV stations," and DISH subscribers who own a DVR will "able to use their remote controls to request more information from advertisers about their products or to receive coupons for various product discounts." As predicted, clicking on such an ad will take a viewer to a page to learn more about a given product, and once he / she is all done soaking it in, they can continue watching right where they left off. Of course, we're still curious as to the amount of people who will actually take a moment to distract themselves in this manner, but hey, it sounds goods in theory.

[Image courtesy of DBSTalk]

With Disney creating a dedicated lair for biometric testing of advertisements and Backchannelmedia pushing its own TV-to-internet ad platform, we aren't too surprised to see Macrovision teaming up with Sunflower Broadband to gauge the effectiveness of yet another advertising alternative. As part of the collaborative effort, EPG usage patterns of an "anonymous sample of Sunflower customers" will be collected and scrutinized in order to "gain insight into how consumers use i-Guide and interact with their DVR, on-demand services and in-guide advertising." In essence, the data will be used to "develop more effective consumer marketing tactics" and understand how subscribers "engage with interactive guide advertising." In-guide advertising? We hate to even think it, but really, what's next?

Life's good in Bristol -- at least it sure looks that way based on reports stemming from The Cable Show in New Orleans and the latest Nielsen data. For starters, primetime viewership on ESPN grew 15%, while total day ratings ratcheted up 13%. According to Sean Bratches, executive vice president of sales and marketing for the outfit, ESPN's ratings were 43% higher in high-definition homes versus standard-definition homes, reiterating that sports and movies are the two biggest draws of owning an HDTV. Needless to say, the news simply means that the network can demand even more for precious ad time, but we won't even pretend you didn't see that coming.

We've seen outfits and networks dig deep to figure out how to make ads more attractive (or just watchable, really), but Disney's taking things to an entirely new plateau. The mega-corp is establishing a laboratory in Austin, Texas which will actually test the biometric reactions of up to 4,000 people in order to better understand what types of commercials are most effective. In the controlled setting, gurus will be tasked with measuring "heart rate and skin conductivity while tracking the gaze of participants who are exposed to new ad models over the internet, mobile devices and TV screens." As expected, the entire project is being undertaken in order to discover whether it can charge more for certain spots, but we're told not to expect the findings until early next year.

[Image courtesy of MSNBC]

As the media giants look for more creative ways to snag our attention even for just a brief moment, Horizon Media is partnering with Backchannelmedia to introduce an all new method at the MGM Grand at Foxwoods, which opens on May 17th. Hailed as the "first ever" of its kind, the TV-to-Internet click-through advertising platform will enable viewers to point and click at icons / links / etc. on their TV screen with their remote. Upon doing so, their broadband connected PC will be directed to a related website where the viewer can learn more about a product or actually make a purchase. We're also told that WCVB-DT (ABC) Channel 5 in Boston will be the first broadcast TV station to sign on and utilize the technology, but there's no mention of other stations following suit. We'll admit, the idea is pretty ingenious, but whether or not it'll actually work as advertised (ahem) remains to be seen.

[Via TVWeek]