People are using new technology to avoid commercials on television, radio, and online, according to a new survey.
The study by ReachMedia has found more than half the 1000 New Zealanders surveyed deliberately record TV programmes so they can fast-forward through the advertisements.
More than half also said they switched radio stations when ads were on.
Association of New Zealand Advertisers chief executive Lindsay Mouat said television advertising still worked.
"The reality is when you're fastforwarding through that ad break, you are still picking up significant messages - it just may not be in the way that it was intended it be delivered," he said.