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
    Anonymous Coward, 6 Jan 2006 @ 7:15pm

    Re: Repeated ads

    The problems are all listed above, however, some are not investigated really thoroughly.

    Popular Spots- Yes, we all know that we love those ridiculous Geico commercials, and that Nokia one with the dancing, and other things that make us laugh, then make us wonder why, and then, in that process, make us laugh again. That's all fine and good. In fact, a whole hour-long TBS Special was devoted to funny commercials (the funny ones I watched, the actual ones a FFed through). That is, once in a show. And, as no one has yet mentioned, ONCE IN A ROW! There's nothing I hate more than repeated commercials one after the other, or even worse, the "series," where they give numbers or something, and use the same idea. It only works one in a million times, and never when the series is aired back to back.
    Long Breaks- As said above, with the ridiculously long breaks (peaking at almost five minutes[!]), even fast-forwarding becomes tiresome. How many times have you pressed "Play," just to find another commercial after the last one. I have, many times, gotten so tired of it that I give up on skipping and let the commercials run through.
    Bad Commercials- I must admit, this category makes me angry. This ranges from spots that go too far to get the laugh that the entertainment is nonexistent or that the product is lost, to spots that are just terrible. I can't really say much about this except that I can't stand it.
    As much as I really don't like the commercials of TV, I do not like having no commercials (ie: no break at all) either. In fact, sometimes I record commercial-free shows (usually pilots or premeires) and pause for a bit to gather my thoughts. I do need that break, but when Internet TV paves its way into our lives, we'll be able to do that too, and I may just use that instead.

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