Agreed about the linear TV watching part. But I'm missing on what causes this; namely those same commercials which people claim are so important.
I see it happening when my gf watches a movie on TV... She continues to watch until the first commercial break, then goes off to do other stuff (toilet visit, maybe getting a cup of coffee, asking me if I really don't feel like watching, sitting behind her PC for a moment) and before you know it the movie continues while she's busy doing other stuff. Sure; she checked every now and then if the commercials are over; but with blocks which sometimes last 5 minutes, what else would you expect could happen ?
Or what I personally do often enough: zap to another channel. Sometimes I fall into some other program and if it manages to catch my attention I'm watching that one, often flipping back eventually but occasionally also forgetting all about the original.
And the best option: HDD recorder. The moment the commercials start you simply skip 30 seconds by the press of a button. You'll be through in no time.
The power of advertising is majorly overhyped. I still recall a butter brand in Holland which had been bought by a bigger company who wanted to EOL it. As such they stopped advertising for the product, only to end up surprised because after half a year the market share of this product had increased instead of declined. Without any advertising what so ever.