Becker and Murphy wrote their article before TiVo and other DVR systems became popular. Nowadays, ads on television are avoidable (to a degree), just like ads in a newspaper. What impact do you think this new technology has on the types of ads you see on TV?

The theory of Becker and Murphy assured that while people watch TV commercials and newspaper advertising, the break began paradoxically when the television program came and in the newspaper when they watched the content not the publicity. Now with the devices like TIVO and DVR you can choose at what time the commercials and advertising will be seen, because the essence of these is to reproduce the program and group the commercial cuts in a single moment. The impact is that new ways of reaching the consumer will have to be devised because conventional ones will not eventually reach consumers