The advent of recording technology (from the cassette tape to the VCR to the current digital formats) as well as the ability to access audio-visual entertainment on demand has allowed us to do the one thing that marketers hate:

Skip their ads.

For the most part, you don’t have to sit through a 15, 30 or 60 second ad just to get to the content you’re actually there for. You just hit the forward button and presto! No marketing message, no advertiser trying to sell you something.