Commercial skipping to cost $8 billion in TV ads this year? {Engadget}

May 5th 2006 9:02PM Wow $8 bil. out of $74 bil.? How do "they" quantify those numbers? Is this solely based on the number of eyeballs they are missing? As someone that watches almost no TV on an actual television, I have truly learned to completely disregard commercials, even when I am forced to sit through them.
It is nice to see these stories, kind of like when Harry Shearer reads from the trade magazines on le show.