Networks take aim at channel-flipping

NETWORKS TAKE AIM AT CHANNEL-FLIPPING
[SOURCE: USAToday, AUTHOR: Laura Petrecca]
With TV ratings for just a show's commercials about to figure in ad sales negotiations, broadcast networks are rolling out a bag of tricks to boost ad watching. They are trying cartoon humor and trivia mixed into ad breaks, starting an ad in the show and even making ads into mini-shows. The goal is the same: head off channel-flipping or DVR fast-forwarding during ads. The tryouts come as Nielsen Media Research prepares to offer ratings for commercials at the end of May. Traditionally, ad time is priced by how many people watch a whole show. Now, Nielsen will tally an average for just the ads.
http://www.usatoday.com/printedition/money/20070413/1b_commercialbreaks1...