The thing is... it's nothing new.
I ignored the ads in print magazines too. Take PCW which was the thing back in the day. Did any advertiser honestly think that I was going to plough through a couple of hundred pages of ads to get to the content? Because I didn't. For a while they put in a cardboard subscription form just before the real content which only served as a handy bookmark.
The advertisers paid, 99% of the world ignored the ads, and everyone was happy.
It's the same on Sky+. Never, ever watch the ads. That's what fast forward is for. But I, and the advertisers, are reassured that they're there for a dull moment.
Postal mailshots? That's what the paper recycling bin is for. It keeps the printers in work, but nothing else. Cinema ads? No point, hovering outside the screen until just before the movie starts is an artform which I've developed to a serious skill.
The only difference between the 1980's and now is that advertisers seem to want to be assured that if they lather my screen with clickbait, loud autoplay videos and irrelevant "personalised" offers, that I'm going to read them. Wrong.