DVR Owners Don't Watch Commercials… But Still Remember Them
from the how-does-that-work? dept
Business 2.0 is pointing out the amusing contradiction that comes out of two separate studies on the use of DVR devices (like TiVo). The first one pretty much states the obvious: DVR owners almost always skip commercials for shows watched on the DVR. Less than 1% actually watch the commercials. That actually contradicts an earlier study, but we noted at the time that the participants in that study may have watched more ads because they knew they were being watched. Then the twist. Another report finds that DVR owners remember ads just as much as non-DVR owners. The reasoning is pretty straightforward: fast forwarding through commercials takes more concentration on the actual commercials. Meanwhile, regular ad retention isn’t that great, because non-DVR owners walk away from their TV or flip channels during commercial breaks. So, even if DVR owners are not watching the commercials as intended, by keeping an eye on the ads for the sake of figuring out when to stop fast forwarding, the important points are getting passed on. That suggests, at the very least, that recent attempts at TiVo-proof ads makes some sense for advertisers.