Mad Men, the series about a fictional advertising agency, will have its share of commercials next season. This will mean extra work for our DVRs.

To accommodate an increase of ads while maintaining the same amount of drama, episodes will run longer than before. The AMC program will now overlap slightly into the 11:00 hour.

“The two minutes is troubling and I’m fighting it,” creator Matthew Weiner wrote in an online chat. “I am obviously a huge advocate of advertising and I love the ‘madvertising,’ but I am fighting the urge to change the show at this time, especially when the financials are meager and the urge to TiVo will just be further encouraged. If you oppose it, I see no reason not to let them know. I will make the best show I can, no matter what, rest assured.”

Season 3 is set to premiere on Sunday, August 16 @ 10pm. A marathon of Season 2 episodes will precede that debut on Monday, August 10.