But traditional TV companies are on to this. Hulu (with Walt Disney, 21st Century Fox, and Comcast’s NBCUniversal as co-equity partners), and CBS won’t let viewers see TV programs if they have advertising-blocking technology on their browsers.
This isn’t the endgame -- for either consumers or TV media companies. Lots of digital iewing of premium TV shows occurs in apps, on connected TV, on video-on-demand platforms and through set-top boxes, places where you can’t fast-forward through those commercials.
Remember Dish Network and Autohop, the service that can eliminate prime-time commercials from the four major TV networks? You don’t hear much about that anymore -- because almost all the major network groups have come to terms with Dish through carriage negotiations and other business dealings.
Many traditional and new TV providers don’t want to turn away potential TV viewers -- even if some are using ad-blocking technology. TV networks make some money from digital advertising sales -- but presently, not much. Long-term there will be strong reaction for sure.
So according to brand entertainment folks, putting brands into scripted content is the future way to go --- even if those deals take a long time to put together, can be expensive and/or not deliver enough scale for one’s target audience.
Adding more complication are the slow-moving TV Everywhere efforts -- mobile and connected TV apps, uneven video on demand platforms/executions. More adoption of TV Everywhere digital consumption would seemingly slow down the ad-blockers.
Even then, you can take heart that someone is working on software right now to perhaps avoid the next generation of TV commercials running on connected TV, mobile apps or VOD platforms.
Media leaks in the TV ecosystem are everywhere. And here’s the biggest fear among content makers: Savvier TV consumers will continue to look for new ways to avoid TV commercials.