You come home one night and want to catch up on a local sporting event or your favorite show. You sit down, pick up the remote for your DVR, and start watching. As the first commercial appears, you — like most individuals — hit the fast-forward button. As you do so, advertising executives, TV networks and even DVR makers themselves wonder: What good are commercials if viewers like you don’t watch them? The question continues to haunt TV executives as they grapple with the erosion of their traditional advertising base.
