Given my wife's occupation - the following is a slippery slope for me .... So... I'm going to be brief.
I've long believed that how marketers and TV stations report on audience figures is INSANELY archaic. I'll save that for another time...
Putting that aside -- outside of National Cable movie channels [;)], The Super Bowl and American Idol .... 95% of people don't even watches the commercials!
Chart below from a reputable research firm.