Our friend Michael Learmonth moves around so quickly he can be hard to track down, but he's at Advertising Age now and has this article on how the broadcast nets are combating ad skipping in a world of diminishing ratings:
Broadcast audiences have been on a steady decline since the mid-'80s. This year prime-time network TV viewing is down 2.9% at CBS, 9.7% at ABC, 14.3% at NBC and 17.5% at Fox, according to Nielsen Media Research. At the same time, the networks are getting a significant amount of viewing on DVRs -- more than 4 million viewers for "Grey's Anatomy" and 3.5 million for CBS's "CSI" during one recent week in October.
Since DVR penetration is likely to hit 50% in the next few years, the business model is looking like an endangered species, unless the networks can figure out how to insert a fresh ad into programming when it's watched after the fact. - Read the rest on AdAge.com