TiVo Inc. on Thursday unveiled its first interactive TV ad, which lets subscribers customize a Lexus luxury car on their television screens.

The application, called the Lexus Car Configuration Tool, will be available on a broadband-connected TiVo Series2 digital video recorder. TiVo and Lexus are hoping that people interested in luxury cars will take a break from their TV watching and play with the tool that allows them to customize a 2007 Lexus ES 350.

In addition, the ad provides information on the model, a slideshow and the option to find a local dealer and schedule a test drive, officials with Alviso, Calif.-based, TiVo said.

Interactive advertising is seen as counter to the growing trend among DVR users to skip ads shown with cable and broadcast TV programming. In addition, the ads are seen as a way to get consumers more involved with products.

Getting consumers to watch ads is becoming more important as the number of DVRs sold increases. Nearly half of U.S. households are expected to own DVRs in 2010, as cable and satellite companies heavily market them to consumers, according to JupiterResearch. The installed base is expected to increase to 55 million households from 7 million last year.