Combating ad busters
Ellen Neuborne
The hit TV series The Office appears every Thursday night on NBC. And by Friday morning, in conference rooms and at water coolers around the country, the plea can be heard: “Don't tell me what happened! I TiVoed it!”
The Officeis, according to New York–based Nielsen Media Research, one of the shows most often recorded with a digital video recorder (DVR) for later viewing - a practice advertisers call time-shifting. Gone are the days when marketers and networks could count on consumers to watch content when it airs live. New technology...