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