In the BBC show that showcased podcasting and Adam Curry, has some comments from by David Docherty that said ‘people will zip through … fast forward … the ads.’
I disagree because fast forwarding on current players is not very useful to get back to the content. And if you are driving along it is actually very dangerous to try to do any fast forwarding because you really need to be hands on the players to do it effectively.
I am with Adam … who says that podcasting is ripe for "good advertising" and that listeners will pay attention and listen to those that are well done.
A good example is in the U.S. and the Superbowl. A good majority of people watch the football game just to see the ads.
Steve Holden's Blog 
