Traditional television outlets have built tremendous profits over the years by adding more and more minutes of advertising per program in a marketplace where even excessive supply is still exceeded by demand. The idea that television audiences in the age of the DVR and Netflix are willingly sitting through 20 minutes of ads in order to watch 40 minutes of a program is beyond ludicrous. Meanwhile, no one on the advertising side of the TV business has ever gotten fired for spending money on traditional outlets. Advertisers still want to believe that their message is actually reaching ever-declining audiences in traditional television and that C3 ratings (live viewing plus 3 days of DVR playback) reflect that reach. Impressions are paid for whether or not the advertising is actually seen.