In other words, they may not watch a given ad, but they are presumably watching the show it is sponsoring. The networks make their profit by getting people to tune in. The newspaper makes a great deal more selling ads than selling papers and their rates are determined by circulation. The reader and no one else. That's what circulation is.
People are and always have been in control of the whole shootin' match.
This is not a major insight, it is just a simple statement of obvious fact. What is far more interesting, however, is people's attitudes about what they choose. There is a neverending stream of complaint about the lack of good programming, too many ads, ads that are insulting, etc. So here we are in cyberspace and we have removed yet another layer of insulation to reveal our real responsibilities for what we get. Well it doesn't play here, folks.