With the rise of TiVo and things of that nature, one doesn't always have to watch commercials anymore. Well, KFC is a clever little company. Now, if you watch the commercials there's a secret hidden in the message and if you solve it you can get free food!
Also, with the advent of this technology I wonder if we'll start seeing shows sponsored by companies now, the way they used to do the old radio shows (Fibber McGee and Molly was supported by Johnson's Wax) and incorporate the advertising into the shows. Already I believe we're seeing this a bit, American Idol for example (my mom loves this show). Every time I see it there are cups sitting in front of the judges that say Coke on it. It's clever and subtle advertising. I mean, if Simon drinks Coke then I want to drink Coke!!