Tom Rogers held forth at the ANA breakfast said his message - which he repeated thirty or forty times in different ways, just so nobody in the room could possibly miss it:Â the financial
crisis we have watched unfold was apparent to some. Others didnt see it coming. As to the coming ad crisis, you have absolutely no excuse. In the next to to three
years the TV industry will face a crisis more severe to it than the current financial crisis is now."
He said 25 million DVR households today, fifty to 60 million households in next three
years.  And he says the most prevalent behavior vis dvr is fast forwarding ads. "The majority of TV is time shifted and the majority of time-shifted ads are fast
forwarded. That's two thirds of homes or more that advrtisers care about reaching, and they will be fast forwarding those ads. You have to recognize consumers are in control
now. advertising has to adapt."