I honestly don't know how much the PVR viewings count
They do count, because broadcasters realize that people are moving to a 'watch when it's convenient' mode of watching. The Americans might be an extreme case, but for all shows, there's published ratings for +3 day and +7 day viewing.
As for skipping ads - the broadcasters are very much aware that the world is changing around them, and they need to figure out how to change with it. There was actually one show I remember posted all ads to YouTube, and people watched it for some reason. But there are other ways to solve this problem.
Re: Ratings again
They do count, because broadcasters realize that people are moving to a 'watch when it's convenient' mode of watching. The Americans might be an extreme case, but for all shows, there's published ratings for +3 day and +7 day viewing.
As for skipping ads - the broadcasters are very much aware that the world is changing around them, and they need to figure out how to change with it. There was actually one show I remember posted all ads to YouTube, and people watched it for some reason. But there are other ways to solve this problem.