On the new era of zipping and zapping: the need for research on how advertisers deal with an Era of time-shifted television program viewing on a variety of devices

The author discusses how the trend of the time-shifted television viewing is affecting advertisers. Topics discussed include an increase in video-on-demand offerings on cable and satellite television providers, the need for television advertisements to be remembered and lead to other positive outcomes and the need for research on issues associated with the time shifted environment.