said by BF69:That's true as a generality, but not how the industry works. TV ad prices are based on Live CPM - cost per thousand viewers at the time the ad is aired. Some rating agencies generate ratings for Live +1, Live +2, Live +3, etc., reflecting the viewings by day after the initial airing, but that isn't what the price is based on.
Sorry but ad rates for TV are based on audience. If advertisers know that the audience is skipping the commercials that's proof FEWER eyeballs are potentially watching the ads. If FEWER people are watching they can demand lower rates.