Advertisers can’t do too much about the TiVo effect on the exposure their ads get, but they’re getting better. Sprite started with their sublymonal ads that supposedly still have some subconscious effect, but they’ve started to get more direct.

Since most people start fast forwarding right when a show goes to commercial, game shows can show an ad immediately when a break starts, on the set, leave the a bottle of Pepsi MAXX and a short message on one of the flatscreens in the studio (or add it in later) for 15 or 20 seconds, sacrifice the audio–pretty effective workaround, especially if people are slow to hit ff.