Nielsen says 18 percent of U.S. households have DVRs of one brand or another. Business Week reports on a few things advertisers are doing to make sure DVR users watch their ads:

Sony will begin an ad campaign next month for its Bravia flat-panel TVs that lets DVR users choose the ending, sort of like a Choose-Your-Own-Adventure commercial. Five seconds into the commercial, viewers will be able to choose between 12 different endings.

TiVo itself will launch an "ads on demand" option that will allow users to catch up on the latest cool ads.

In February, KFC ran 30-second ads with a password to get a free Buffalo Snacker sandwich. To get the password, viewers had to watch the ad in slow motion on their DVRs.

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