Fast-forwarding commercials is better for advertisers?
posted November 21st 2004 1:16PM
Doesn't much apply to you if the remote for your digital video recorder has a 30-second skip button (and you use
it), but apparently CBS is all set to release a study that shows that people use their TiVo or other DVRs to
fast-forward through commercials actually have better ad recall rates than regular viewers. Surprising, maybe, but when
you fast-forward through commercials you're probably paying more attention to the screen (since you have to watch for
the moment when the show resumes) than the average viewer who more often than not just tunes out completely for those
few minutes (also might explain why TiVo is so gung-ho about
putting banner ads on screen when you fast-forward). So not only should
Congress not be outlawing fast-forwarding of commercials,
if anything they should be making it mandatory, right?
[Via PVRblog]
Very interesting. I do concentrate to hit the play button at just the right time. I bet those FF images are like subliminal ads!
I agree. When your forwarding the commercial your paying more attention to the add then if you would just tune out for that minute. Im glad there putting in ads during the FF if they don't do this then the FF won't exist, they have to do this, everyone will follow. TV is made possiable threw commercials $$$ anyway your still FF the add its same shit. Good for TiVo for making the first move, everyone will follow. anyway it had to be done and it will make TiVo stronger company allowing them to make more innovations. Stop crying the FF is still there.
One step away from the Blipverts of Max Headroom.
Blipverts:
Advertising in the future. High-speed commercials condensed into a few seconds that prevent channel changing and embed themselves in viewer's minds. Sometimes they cause the heads of viewers to explode.
http://www.techtv.com/maxheadroom/story/0,24330,3382263,00.html
http://www.tvtome.com/tvtome/servlet/GuidePageServlet/showid-3173/epid-120668/
What next? Passing laws to ban readers from not looking at the ads in newspapers, newsweeklies, and magazines?
I swear, along with the movie Blade Runner, the future depicted in Max Headroom is becoming more like our reality every year.
No! They shouldn't fucking be regulating it at all!
What if, instead of worrying so much about displaying commercial-type material at the fast-forward time, they displayed in a "screen saver" mode whenever the stream is paused for an extended length of time?