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'There is a certain amount of commercial exposure that takes place even in the most difficult environment, when people say they are fast-forwarding through commercials,' Wurtzel said.
The industry seems split between two extremes _ those who believe DVRs will make traditional advertising worthless and those who think they won't have any effect, said Josh Bernoff, principal analyst for the Forrester Group.
The truth will be somewhere in between, he said.
'It wouldn't surprise me if we actually see (advertising) rates come down,' he said. 'But this is not the end. Television came in and people still advertised on radio.'
The increase in product placement advertising and commercial sponsorship shows how the industry is already preparing for a different landscape, he said.
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