TiVo Teams with Major Advertiser To Show Commercials When Viewers Fast Forward Through Content

Nov 20, 2009  •  Post A Comment

In a pioneering deal, TiVo has partnered with a major advertiser to show messages from the advertiser even when viewers fast forward, rewind, pause, or delete certain content, Advertising Age reports.

When viewers perform these functions with NFL games, message for Coors Light will appear on the screen. 

According to the report, " ‘It’s true that sports are much less time-shifted than anything other than news,’ said Todd Juenger, TiVo’s VP-general manager for audience, research and measurement. ‘But it’s 20%, and that’s not zero.’ " 

The report also notes, "The deal covers every NFL game through the Super Bowl, which means consumers could theoretically find themselves looking at Coors Light branding while rewinding for another look at an Anheuser-Busch spot. (A-B is the only brewer with commercial time during the Super Bowl broadcast, although Coors Light is the big game’s official beer.)"

 — Allison J. Waldman


  1. And what about us TiVo users who opt to “hop over” unwanted content rather than fast-forward? It’s a well-known undocumented feature that “select-play-select-3-0-select” when pressed into the remote will toggle the functioning of the “->” key into a 30-second skip button. (There’s already an 8-second backup key for those who overshoot.) Shhh. Don’t tell Coors. 🙂

  2. How will this effect DirecTvs DVRs, w/ the 30 sec skip button ?

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