Combating ad busters

The emergence of time-shifting devices such as PVR has sounded an alarm for advertisers, and demands that creative work adapts to this new environment.

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...

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