It's not all bad news for TiVo today, as they've teamed with Google to create a sort of 'pay per click' advertising scheme for TV.
There's not much defense for the current television advertising model. It's behind the times at best, and advertisers really have no way to guarantee that their ads will be watched, let alone whether the ads will be effective. Thanks to an effort in tandem with TiVo, Google has a solution.
With second by second viewing data from TiVo, Google has created a television spin on their pay-per-click web based advertising. By using the data from TiVo, Google is able to determine exactly how many people watched each commercial, how many changed channels mid commercial, and how many fast forwarded right through it.
Using these statistics, customers buying ads through Google TV will pay for each ad based on the actual viewership. Under a more traditional advertising model, ads are bought based on the expected viewing data, with no regard for whether the advertisement is already watched.
Google hopes that this will help to create more appropriately targeted ads. By knowing exactly what gets watched and what doesn't, advertisers will have a better idea of what to see and viewers won't be barraged with ads for products irrelevant to them.