From what I've read, I get the impression that advertisers are very much aware they people are actively avoiding adverts, which is why there's been a steady rise in in-show advertising (those annoying little pop-ups about other shows) and more significantly, product placement. Sure it's always been there, but I've seen it pushed much more aggressiveness in American shows over the last 4-5 years. With that in mind, I'd say people who record by whatever means should count, I'm just not sure if they *are* counted. Desperation? As a culture we've been exposed to this kind of advertising for coming on three or four generations now. Longer if you count the pre-TV radio days. As a result we've become more and more conditioned to ignore it. The only way for new brands to get any kind of purchase is to grab attention any way they can. Even if it's annoying, from their perspective at least it's made an impact and that can mean life or death for some products.