What if everything we thought we knew about the relationship between DVRs and advertising was wrong?
Pay close attention here, because this actually makes perfect sense. DVR users are advanced TV watchers. They always had the remote in their clutches. And they never watched commercials, even before they could fast forward. They just changed channels for the time period etched into their unconscious after decades of training.
Enter TiVo. Those same watchers now use their skills to fast forward past commercials instead of changing the channel. In other words, they went from not watching commercials at all to watching them really fast.
The first advertiser to shoot commercials in slow motion wins.