10:05 AM -- Eighty-six percent of viewers skip TV ads using a DVR, according to a study conducted by YouGov in the UK.

However, 52 percent of respondents still called TV the most memorable advertising medium. Newspapers trailed far behind with 10 percent of the votes, and online video and online banner ads fared even worse with 2 percent and 1 percent, respectively.

So how can advertisers get viewers to stop fast-forwarding and actually watch these TV ads? Forty-eight percent of the survey respondents said shorter ad breaks would help, and 32 percent said memorable campaigns would lead them to tune in.

— Erin Barker, Digital Content Reporter, Light Reading Cable