Stephen Howard [see letter above] raises an excellent point about PR and addressable advertising. Consumers'/viewers' reactions depend heavily on how the question is framed.
If you ask them, "Do you
want your cable operator spying on you and learning your viewing habits so as to sell you to an advertiser?" then people get pretty freaked out. But if you ask them, "Given that you have to see ads to
get TV content for free, would you prefer to have ads that are more relevant to you?" then people tend to answer yes. It's all in the framing of the debate!