It was actually several studies, most were conducted on ~100 American college students in 2009. The authors themselves weren't totally convinced: > As has been

It was actually several studies, most were conducted on ~100 American college students in 2009. The authors themselves weren't totally convinced: > As has been shown with other positive life experiences, people predict and recollect experiences in terms of their imperfect expectations and often independent of their actual experience. As such, after having watched a show with commercial interruptions, consumers may rely on their lay beliefs and later recall that experience as aversive, which in turn will lead them to expect more aversive reactions to commercial interruptions in the future. -- Enhancing the Television Viewing Experience through Commercial Interruption