This is not a new news.
What is new is that distribution is accelerating (Tivo, Sky +, etc) and viewers are fast starting to learn new habits - so things are changing very rapidly.
To be honest, based on my observations (albeit sample size of one) 10% seems small.
In my household on Saturday night we record X factor and, as a family, sit down to watch the programme 15 minutes behind real time. That way we can fast forward through all the ads but still get to the end by the time it is broadcast live.
The recent rugby world cup was another example about how my family viewing habits have changed. Again, we start viewing 15 minutes late so we can fast forward through the annoying ad break just before kick-off and the subsequent half time breaks. That way by the second half we are watching the game in real time.
I think we are at a tipping point and acceleration over the next few years will become even more rapid - particularly with the important younger targets (everyone under 35s).
So, what to do?
TV remains one of the most effective communication channels to deliver mass awareness to attract new customers/acquisitions.
It is therefore becoming even more critical that brand organisations consider how to deliver life beyond conventional TV.
This is where digital come in.