Ad Age reports chilling findings from consultancy firm Accenture which claims on demand and ad skipping will cost the television industry $27 billion over the next five years. Additionally, the company reports 70 percent of DVR users already skip ads and that DVR penetration will hit 40 percent by 2009. Combine this with Bob Garfield’s recent manifesto on looming chaos in the advertising industry and the picture is far from rosy.
