What is meant by the term "zipping" in the context of television?

Zipping refers to the practice of fast-forwarding through commercials during a recorded television program. This behavior has become more prevalent with the rise of digital video recorders (DVRs) that allow viewers to pause, record, and skip parts of a broadcast. When viewers "zip" through commercials, they effectively bypass them, reducing the time spent watching ads and potentially diminishing the advertised content's impact.

This term reflects changing viewing habits, as audiences seek to control their viewing experience and minimize interruptions. As a result, advertisers have adapted by creating strategies to engage viewers even when zipping is possible, such as placing ads more strategically within programming or utilizing product placements.