Agency's solution to TiVo

What costs 20 percent to 30 percent of the price of a 30-second TV commercial, is at least two-thirds as effective, and best of all, may prove relatively zap-proof to digital video recorders? The answer, says David Sklaver, president of East Coast operations at KSL Media, is a 10-second TV spot that represents a new opportunity for advertisers. It also represents a new business opportunity for KSL, one of the largest independent media buying shops, which has launched a new division that also makes it a seller of media time.

The new division, called TV10s, has been formed as a sales rep for the burgeoning market of 10-second ad units that have been created for sponsors of closed captioning of TV programs. Because the units appear "in-program" and before the regular commercial breaks begin, Sklaver says they are less likely to be zapped by DVR users--something he believes may make them even more valuable than conventional TV commercials, although they cost a fraction of the price.

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