The New York Times reports that TiVo is showing still ads to people fast-forwarding through the ad break – or pausing what they’re watching.

This is smart and in direct recognition that people don’t mind ads as long as they don’t get in the way.

“By catching them at a time when they’re pausing the program, when they’ve finished with a program,” said Tara Maitra, vice president and general manager of content and advertising at TiVo, “the viewer’s main reason for being there isn’t being interrupted.”

Seems so much more civilised than a 30 second spot. And you can easily imagine Google wanting a piece of this action.

TV AdWords anyone?

(Thanks to @adbroad  for the tip)