TiVo CEO Says End Is Nigh for TV Ads†

But Many in ANA Crowd Think He's Skipping Ahead

Advertising Age, October 20, 2008 — TiVo CEO Tom Rogers did everything but hang an "end is near" sign around his neck as he tried to rouse a Saturday morning breakfast crowd at the Association of National Advertisers annual conference with warnings of fast-approaching doom for conventional TV ads.

At issue is whether DVR penetration is about to reach the tipping point at which advertiser-supported TV goes the way of the music industry and newspapers — a scenario Mr. Rogers warned repeatedly is coming soon unless advertisers begin investing in TiVo-proof vehicles sold by TiVo.