• MSNBC.com, Friday, January 19, 2007 12 PM

With the rise of digital video recorders such as TiVo, the allure the Super Bowl holds for advertisers could get even stronger. While Americans use DVRs to zip past commercials on many shows, the Super Bowl is among the few broadcasts to be watched live and straight through.

"The Super Bowl is the least affected by the TiVo effect because it's live," says Bob Garfield of Advertising Age magazine. "Hardly anyone watches the Super Bowl on Thursday." Josh Bernoff, an analyst with Forrester Research, notes Super Bowl ads are so highly anticipated that people may not even go to the bathroom during breaks, let alone fast-forward through them. Indeed, people who do record the Super Bowl may be doing it to watch the ads later while skipping through the game.

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