How To Get People To Watch TV Ads: Don't Stop The Program While You Show Them

from the good-luck-with-that dept

TV broadcasters have long struggled with how to deal with DVRs and how they allow users to skip over commercials. Perhaps the favored approach has been to come up with technological responses to try and prevent people from fast-forwarding; fewer companies have figured out that advertising is content, and needs to be treated as such. Viewers need to be given a reason to watch ads, whether it's simply entertainment or because the content offers some other value. Another idea that's being tested: not stopping the show during ad breaks. On one show on CNN, when the ads start, the studio cameras keep rolling, showing "behind-the-scenes" footage in a small box in the corner. The belief is that if there's still some bit of "program content" going, it will be enough to keep people from flipping channels or skipping ahead, even if it is just paper shuffling and makeup being touched up. It's an interesting proposition, but once viewers realize they're not missing anything of value, won't they switch away or fast-forward? And if the program content actually is valuable, won't people just not pay attention to the ads? The problem here seems to be that this is just an effort to recreate a captive audience. But without offering anything of value to the viewer -- whether it's the ads themselves or this "program content" -- they're not going to stick around and suck up the ads.

Filed Under: advertising, dvrs, tv
Companies: cnn


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  1. identicon
    Robert Haas, 7 Apr 2012 @ 7:56am

    Re: Surely there can be life without ads??

    NO programming should be allowed to be unterupted from beginning to end....Add it up for DirectTV for insstance. 30 million subs and average 100 per month.....now why do we have to suffer from all the bs ads anyway. DirectTV will only give you a lot of LIP service as I have tried twice.
    Thanks for listening and if you share my thoughts call or email: 269 782-2454 email bhaas@haassystems.com. Tv USED to be good entertainment but with soo many interuptions I forget what it is Im watching........Best is to list the products and services which annoy you and boycott them altogather!
    I share and agree with the many thoughts of Paul Hobbs but where do we start to join a coalition for this cause? I dumped DirectTV for three years and was forced by other family members to get it back........Much to my suprise the ad content, promos and little popup, banner ads were worse than before. Question is where is the United Support for us to share and with and then petition the networks......TV advertising is soo out of control I now get most all content from internet.....

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