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In recent years, with the growing popularity of Digital Video Recorders (DVRs), marketers have found a decrease in sales generated by television advertisement. DVRs allow the user to skip through the commercials if they would like to and just watch their favorite show instead of being interrupted by commercials every five minutes. Marketing firms that have realized this trend have had to come up with creative ways around the problem. In a survey involving 133 national advertisers, 78% said that they believe that television advertising has been losing effectiveness over the past two years, and almost 70% said that they believe that DVRs will reduce television advertisements effect even more (TV Advertising.). When the survey asked the firms about their opinions on new technologies, 80% said that they would allocate more money to Internet advertising and 68% said they would spend more on search engine marketing (TV Advertising.). Advertisers need to stay on their toes when it comes to new technologies. If some other company adopts a new technology and your firm does not have the capabilities or resources to adopt it too, business will be lost.