The impact of TiVo on ad rates?

Ever since I got TiVo, I've mostly stopped watching commercials on TV.  The only exception is when I watch something "live," but even then, I sometimes pause the show long enough to be able to skip past commercials and "catch up."

But I'm not perfect with the TiVo remote control, so sometimes I end up catching the last few seconds of the last commercial before the program starts up.  So that got me wondering; as TiVo and other digitial video recorders become more popular, will ad rates for the same show start to diverge in price based on their placement?  It might make sense that those ads right before the program starts again would be more expensive.

Comments

[Igots]

Advertisers will get more clever and do more product placement in the program itself.