See also: Commercial Avoidance, Trick Play, Measured Ad Skipping

CIMM DEFINITION: The act of fast forwarding (or skipping ahead as on TIVO) and therefore not completely viewing an ad. It is one possible result of a viewer using the trick play mode of DVRs and other recording devices.

NOTE – There are other forms of commercial avoidance such mental tune-out, conversation, other activities e.g. reading, using a phone or a computer device.  (Source: TRA)