Super Ads

11:45 AM -- Morning chat shows, newspapers, online columns, and blogs are on busy evaluating and reviewing last night's Super Bowl commercials, and I have to wonder: Did everyone forget how to use their DVRs?

I happily skipped through the national anthem, pre-game interviews, half-time show, and post-game digest. And I skipped the commercials, too.

Well, mostly.

I really only skipped the old-fashioned commercials -- the 15- and 30-second spots between quarters and kickoffs. Is there ever going to be a way to avoid all the sponsor messages, TV crawls, etc.?

Out of the five-and-a-half hours recorded from last night's festivities, I watched about two hours -- the regulation game, and all the time-outs, play reviews, and mostly non-commercial interuptions that go with it.

What'd I miss? I don't know. But what I saw was satisfying enough that I just don't feel a few product pitches would have made it any more enjoyable. That's why I have a DVR in the first place.

I decided when I first bought a DVR that commercials are always worth skipping. Even when they're entertaining, the best commercial is always one that goes unwatched. With interactive advertising, service providers will attempt to make sure the skipping is kept to a minimum, but right now they have no way to fight back against my DVR's fast-forward button. Which is why it's hard for me to understand why, on Super Bowl Sunday, folks force themselves to consume something they find generally contemptible at all other times during the year.

What's wrong with everyone?

— Phil Harvey, Editor-in-Chief, Light Reading

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