Ads That Leave Scripted Shows Might Not Return

Neff, Jack
December 2007
Television Week;12/10/2007, Vol. 26 Issue 45, p22
Trade Publication
The article considers the Writers Guild of America strike and its impact on television programming. If the strike forces advertisers to shift focus to live and reality programming, it effectively lifts the curtain on the future. According to a study by TiVo and Information Resources Inc., dramas and comedies are the programs most vulnerable to time-shifting and advertising-skipping by DVR users. TiVo VP-Research Todd Juenger believes the strike's effect may even improve the television experience.


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