Back to the forties: live advertising on American television

 Hard disk recorders are slowly but surely beginning to make life difficult for the advertising managers of private television stations. They allow their users to enjoy all programs slightly delayed without any commercial breaks. Now various advertising strategists have thought about how they can trick the recorder system called Tivo, which is widely used in the USA. Their solution: a leap back in time to the 1940s. As was customary back then, commercials have recently been shown live on the television stage on Jimmy Kimmel's talk show and, on a trial basis, on the world-famous "Tonight Show" with Jay Leno. For example, a sandwich chain and a car manufacturer had their products presented in real time by the presenter and his Mexican assistant during the "Jimmy Kimmel Live!" program (see ). Devices such as Tivo therefore have no chance of recognizing and skipping over those implemented in the broadcast, but as the Süddeutsche Zeitung notes in its Friday edition, this is not a model that will be widely imitated. Firstly, live spots lasting one or two minutes are too expensive for many clients. And secondly, they are prone to breakdowns. Even today, many people still remember the advertising fairy who had to rattle the supposedly extremely easy-to-open refrigerator door for several minutes before it opened. Thirdly, the model is therefore only suitable for products that are easy to present.