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.