A Creative Communications Agency

Once you've experienced the wonder of TiVo, it can be almost painful to watch live TV. One of the biggest reasons is commercials. With a DVR, it is a trivial matter to fast-forward through them to arrive at what you really want to watch. Both broadcasters and advertisers caught on to this fact quickly, and since that time, the challenge has been to quantify the ad skipping and put a price tag on it.

Link: TiVo to measure ad skipping for networks, advertisers