According to a recent study conducted by Millward Brown on behalf of the TV networks here in the US, DVR ownership and usage does not significantly decrease ad recognition. This is being touted by the networks as proof that advertising effectiveness has not declined in the last 2 years. The problem is that this flies in the face of research conducted by Ipsos that showed 90% of DVR owners skip ads.
Admittedly the Ipsos research was conducted in the UK vs. the US but it seems unlikely that viewing habits would be that different. I looked into the MB study and found that their POV was based on two facts: 1. even at 30X fast forward, ads are still recognizable and generate an emotiona reaction. 2. Fast forward viewing is a lean forward experience and therefore, attention will be greater (presumably compensating for the fact that ads are whizzing by at 3x normal speed).
I know which one I buy, any other opinions?
Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.
Tuesday, April 11, 2006
Posted by Adrian at 4/11/2006 06:27:00 AM