TiVo Doesn't Pose A Threat To Advertisers?

Studies

from the interesting... dept

For a while now, we’ve argued that the problem that those in the broadcasting industry have with TiVo and other PVR devices is one of their own making. People don’t seem to mind watching relevant advertising, but can’t stand intrusive, annoying, irrelevant ads. Now, however, there are reports of a surprising new study internally done at P&G (one of the biggest advertisers around) says that people who fast forward through ads with a TiVo, still recall them at the same rate as those who view the ad. In other words, they don’t lose any of the value. Of course, the cynical person might point out that if the overall recall rate is 0, it really doesn’t make much of a difference if the recall rates are “the same” with or without a TiVo.