The ads appear in places where people were enjoying a break from such publicity, such as "pay per view" and onscreen programming guides.
So what will not necessarily be the traditional 30-second ads. The new television will look like the internet: interactive, tailored to individual viewers, and hard to ignore. One can not choose not to see it.
Production of the companies hope to attract new advertising clients to be careful with their marketing budgets. In turn, these customers are betting that the viewer does not reject the advertisement, provided that it offers goods and services tailored to their particular interests.
In an essay last year in Huntsville, Alabama, Comcast Corp. found that viewers receiving advertisements tailored to them looking at a 38% longer than the less specific warning receivers.
"People like to buy. He likes to research products," said Charlie Thurston, president of advertising sales division of Comcast, the largest provider of cable TV in the country. "Advertising is only annoying when there is a total mismatch between the product and the spectator."
The pay TV advertising has increased dramatically, given the lack of it was what attracted subscribers in the beginning.
Advertising revenue at the cable television amounted to just $ 100 million in 1981. By 2000 had reached 10,500 million in the current decade and doubled to 21,000 million, according to research firm SNL Kagan.
Put another way: there were 15 minutes and 30 seconds of advertising per hour peak in the cable television last year, 14% more than in 1999, according to TNS Media Intelligence.
But that statistic does not include the type of advertising with new format that begins to appear on the small screen.
For example, Time Warner Cable has implemented a new warning over a traditional one to catch the viewer beyond the 30 seconds. In several markets, Time Warner Cable subscribers who receive notice of Big O tires are a sign on the screen that invites you to press a button on the remote control for more information. And if you press another button, receive advertising by mail.
TiVo, creator of the digital video recorder that allows you to skip advertising, now puts signs on the screens when you press buttons viewers pause, fast-forward or delete.
"The enemies of the television we have become friends," said Tara Maitra, director of advertising sales for TiVo. "We work with industry ... to catch users in the world ever better equipped to skip the ads."
Dave Zatz, an engineer of 37 years, is not happy with the news because he bought a TiVo digital recorder and not pay a subscription for viewing advertising.
"These are detestable," he said about advertising that appears when you press the pause button. He notices that appear on the periphery or in the menu page.
"Who are the customers for TiVo?" Asks: Do people like him or advertisers? "Raise twice.
TiVo told a buyer that a notice advertising for the "pause" costs $ 20,000 per week and appear in 15 programs. It's a bargain: a 30-second rush hour costs an average $ 150,000 per occurrence. TiVo declined to confirm your rate: said this is very variable, depending on what you negotiate with the timer.
Another sector that is receiving more publicity is the pay per view, where the viewer gets movies and with less disruption to air on television.
Cablevision Systems has nine channels including pay-per-targeted advertising. For example, a Disney Channel includes advertising the Disney parks. The viewer can order a free DVD by telephone from the company's resorts and ask that you call a customer service representative.
Cablevision found the Disney ads caught the audience for 15 minutes: a long time compared with 30 seconds of a commercial tradition. It also found that 23% of people who watched the ads take a trip with an agent.
This and other new type of advertising that appears on television to try to attract advertisers hurt by the recession that want to know whether the money spent on it pays off them something, "said Josh Martin, vice president for emerging media ID Media.
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