It's stealing. Maybe not very important or harmful stealing on an individual bases but cumulatively, it can only hurt future production of stuff that people like to download vs the crap they don't bother with.
The corporations won't be hurt by downloading. If it becomes too much of an economic disincentive, they will move away from creating materials that people are prone to download. Only the consumer will be hurt in the end.
The corporations won't be hurt by downloading. If it becomes too much of an economic disincentive, they will move away from creating materials that people are prone to download. Only the consumer will be hurt in the end.

But the advertisers are capable of assessing credibility in cases like that, and they fund their own BS research, too. A lot of research out there is just one side or the other creating weapons to use in negotiating sessions.