Lena GusevaMike HoffmanKatie Hellman

Ask.com created an ad campaign that relies on “crawls” which show up at the bottom of your favorite cable programs.- Asks viewers questions

about the show they are watching▪ A trivia question sponsored

by Kleenex shows up at a particularly sad moment during a movie on TNT.

▪ Pose a legal query during an episode of "Law & Order”

There is an ever-increasing number of viewers armed with fast-forwarding DVRs who skip the ads that support the programs they love to watch. About 30.5% of households with TVs will have

DVRs by the end of this year- Interpublic's Magna

Thought to rise to 44% by the end of 2014

"The reality is consumers can't have it both ways. They can't have content for free and content without advertising,"

- John Moore, director-ideas and innovations at Interpublic Group's Mullen

TV networks use snipes to regularly promote their own comedies and dramas

During first-run episodes of "Heroes”, NBC ran ads for movies such as "American Gangster" and "Evan Almighty” produced by an NBC Universal sibling studio. (VID)

There is an increase in audience flow from one program to the next when in- content messaging is used to ‘flag up’ the next program coming along

Promos during shows can also drive an immediate spike in traffic to a network's website

- Guy Slattery, senior VP-marketing for the A&E and Bio cable channels.

By monitoring website traffic and queries coming in Ask.com is already seeing results from the in-show displays

- Jim Safka Ask.com CEO

"It's a delicate balance between breakthrough and intrusiveness," said Bruce Lefkowitz, exec VP, Fox Cable Entertainment Networks. "If you cross that line, viewers are going to tell you. They're going to vote with their remote." With every popping logo or pitch the

viewer might throw up his or her arms and watch a DVD.

"Ad Skippers Beware: Ask.com Going After You With TV Crawl - Advertising Age - MediaWorks." Advertising Age is the leading global source of news, intelligence and conversation for marketing and media communities. 01 Mar. 2009 <http://adage.com/mediaworks/article?article_id=134951>.