NBC study says ads still engaging in fast-forward
Don Day July 3rd, 2007
NBC Universal and Innerscope Research hooked a bunch of test subject up to equipment that tested their “engagement.” The finding? That people are just as engaged when watching a commercial in fast forward as they are during a program. Advertisers that talked to the New York Times are still somewhat skeptical, but NBC says this could be a key finding as media companies and buyers figure out how to buy and sell advertising on traditional TV in years to come.
7 Comments Add your own
1. tvnewser | July 3rd, 2007 at 11:06 pm
Gee, the folks desperate to keep selling the ads pay for a study to bolster the selling of more ads.
What an independent study this was!
2. Chris Rooney | July 4th, 2007 at 5:07 am
How long until they start making ads in slow motion, slow they’ll play normal when you fast forward through them?
3. Safran | July 4th, 2007 at 6:52 am
How about this: since the ads are fine in fast motion, why doesn’t the network just play them that way? Then the ad breaks will only be a few seconds long and nobody will mind.
4. Steve | July 4th, 2007 at 9:18 am
Get ready for those Max Headroom style blipverts.
5. Chris Weaver | July 4th, 2007 at 2:47 pm
I’ve said it before and I’ll say it again….People watching DVR’s and FFing through the ads are FORCED to watch the ads to get back to PLAY speed at the right time.
People watching old fashioned TV can just ignore the TV until they hear the show they are watching come back from break.
6. Patrick | July 5th, 2007 at 10:36 am
My DISH remote has a 30-second skip forward button…will they have a study for that too?
7. Matt | July 5th, 2007 at 12:14 pm
My old VCR had that too - hit the button 4 times & you were set. The DVR does force me to pay a little more attention, but usually the jump back to HD from 4×3 ads is what I look for.
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