Viewers would rather watch promotions for other TV shows than sit through advertisements for soap and soup.

That’s the finding of a new audience analysis conducted by TV marketing association PromaxIBDA in association with TiVo’s StopIIWatch ratings service.

According to the TiVo data, promos for network shows are "fast-forwarded less often than other ads," PromaxIBDA said in a release previewing the study. Full findings from the report will be revealed next week at PromaxIBDA’s annual conference in New York.

“As audiences’ consumption habits continue to shift away from traditional live television viewing, the TiVo data being presented at this year’s Promax|BDA is invaluable to marketing professionals in the entertainment industry,” said Jonathan Block-Verk, president of Promax|BDA. “This will be a unique opportunity for industry professionals to learn about the continuously growing DVR audience that also represents trends among television consumers at large.”

PromaxIBDA will use the TiVo session to reveal the 10 most-watched and least fast-forwarded promos among TiVo subscribers.

Discounted online registration for the conference will be available through Friday via the organization’s website, PromaxBDA.org.

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–Josef Adalian