The growth of ad skipping using time shifted video on PVRs has been mirrored with the growth of product placements and new interactive advertising as advertisers begin to experiment with new ways to grab the user's attention.To reach the ad skipping audience many advertisers have had a lot of focus on reality TV shows and sports events which are less affected by time shifting since viewers want to see the program as it is broadcast.
However, according to Nielson Research marketers may be focusing their efforts on the wrong type of shows. Scripted shows such as The O.C are reaching the largest PVR audiences with only a small amount of the content being time shifted.
It looks like advertisers are going to have to have another rethink.
