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WebWord Weblog Posting Posting Date: March 17, 2003 Tivo Not a Threat to Advertisers -- "Recent internal research by Procter & Gamble Co. indicates that consumers who fast-forward through ads with digital personal video recorders such as TiVo still recall those ads at roughly the same rates as people who see them at normal speed in real time."
Reader Comments...
Man, my eyes are more powerful than I thought! Yay! I like this bit: "That's probably not an unusual finding based on the way people recall things," Mr. Schar said. "People hardly recall anything. So you're dealing with low numbers anyway, and differences with low numbers take a lot to be significant. So I could see how statistically you could make that case." So ads aren't working anyway, which is why it makes no difference whether they're viewed or not? :)) I would love to know how they conducted their research. Posted by: MadMan on March 18, 2003 06:02 AM
It would be interesting to know if any agencies construct ads to increase recognition at fast forward. Probably none, but it would be smart to design and test in this way. Posted by: on March 18, 2003 07:20 AM
Compose a Tivo ad that is in slow motion so it runs at normal speed when fast forwarded. Place persistent text on the screen that reads, "If you don't Tivo, you don't understand." Everyone will think Tivo is the latest drug craze. Posted by: Bibo on March 18, 2003 09:17 AM
The BBC used to do something like this. They'd put a lot of their education service information on static screens overnight, but cycle them very quickly. The idea was that you taped it and then went through the tape, using your video's pause button to allow you to read it. Posted by: Alan Fisher on March 18, 2003 09:55 AM
They obviously haven't heard of the cool 30 second skip feature on Tivo. I never see more than a 10th of a second of any commercial. Posted by: Eric on March 18, 2003 01:03 PM
do not anger Profit & God Posted by: on March 18, 2003 02:02 PM
Surely they jest!?! Then again, I'm perfectly happy for the advertisers to think that their commercials are being seen. Otherwise they'll start doing those annoying things like putting 'em as scrolls in the actual program content. Posted by: Beth on March 18, 2003 04:12 PM
Sheesh. Save the rest of us 29.5 seconds then and just play _every_ ad super-fast. Until they design this study correctly, that is. Posted by: Bernard on March 18, 2003 07:01 PM
Those interested in more formal research in this area should see Wildemuth, et. al. "How fast is too fast?" Posted by: Abe on March 22, 2003 05:08 PM
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