Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

You Can Avoid Consumer Ad Skipping

The best defense against ad skipping will continue to be advertising on shows that are least likely to be recorded for later viewing. The two categories that lead the pack are news and sports. It's also reaffirmed in research that 93 to 95 percent of viewers with delayed viewing options continue to watch local news in real time. After all, the morning weather report doesn't do you much good the next day. Following local news in real-time popularity is national news, sports events, and special events like the Oscars or Emmys.

Clearly, news and sports shows will become more desirable to TV advertisers in the years ahead. In addition, television producers will try and combat ad skipping with more real-time interactive ...