TiVo CEO forecasts grim TV ad future

10/20/2008 | Advertising Age (tiered subscription model)

At the Association of National Advertisers conference, TiVo CEO Tom Rogers said the TV industry is "going to face a crisis more severe for it than our current financial crisis" in the next few years as a result of advertising erosion caused by an uptick in DVR adoption. But not everyone agreed with Rogers' dire forecast. CBS research chief David Poltrack said that research shows that "good ads don't get fast forwarded through as much as poor ads," adding, "We're trying to get our commercial pods as consumer friendly as possible."

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