Dish Network has made a name for itself in the cable and satellite industry with technology that lets customers completely skip commercials. For this weekend's Super Bowl, though, it's letting them skip the game.

The company has announced a new temporary feature called "Reverse AutoHop" that will let subscribers who record the game avoid all of the boring touchdowns and interceptions and focus on the real topic of Monday morning quarterbacks: The ads.



Like the commercial-skipping AutoHop feature, Reverse AutoHop will be available the day after the game airs.

Ad agencies, which (along with the major broadcast networks) have been fiercely critical of the AutoHop feature previously, are bullish on this reversal of the technology.



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"We have several clients running Super Bowl ads this year, and Dish's creative technology means more people will see those ads," said Bill Koenigsberg, president, CEO and founder of Horizon Media, in a statement. "Making these entertaining ads 'appointment watching' after the game puts the brands front and center for an even wider audience."