Shocker: DVR Users Skip Ads

from the this-is-surprising? dept

alex writes in with a story noting that lots of DVR owners are fast forwarding through commercials. This, of course, won't surprise anyone. However, the numbers are pretty high -- much higher than previous studies, which suggests the practice of fast forwarding through commercials is only increasing. Still, other recent studies have shown that the problem isn't just commercials, but bad commercials and the fact that there are too many of them. As the Superbowl has clearly shown (along with some super popular ads) -- when the commercials are entertaining by themselves, people do want to watch them. It's just that too many advertisers are resting on their laurels and assuming that TV watchers are a captive audience, when that's not true at all any more. Of course, now that the bad commercials are killing off the usefulness of the 30 or 60 second spot, TV advertisers are going to have to look elsewhere to find areas where they can both promote something and entertain at the same time. No wonder some companies are turning to models playing strip poker as advertising.
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  1. identicon
    TJ, 12 Jul 2005 @ 6:31pm

    Saturation

    Not only do bad commercials increase the motivation to skip them, so does the unabashed greed of the TV industry. When I got TiVo two years ago the longest commercial breaks tended to be three minutes. Now three minutes is usually the shortest, with the last break of popular shows at 4 or 4.5 minutes. They are so long even FFing them is annoying.

    Two decades ago when audiences were more 'captive' breaks topped out at 4 commericials max (two minutes). At a time that we have more choices and control than ever, the industry doesn't do itself any favors by training us to tune them out and increasing the encouragement. I've even learned to pop in DVDs ten minutes before switching from TV to DVD mode to avoid the non-skippable ads on many DVDs.

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