Fast-Forwarded Ads Just As Effective

July 3, 2007

Perhaps digital video recorders aren’t doing as much damage to the advertising world as previously believed.
clipped from www.nytimes.com

In new experiments for NBC, people are hooked up to sensors as they watch television, and researchers observe changes in their heart rate, palm sweat, eye movement and breathing patterns.

But the panelists are not watching just NBC programs. They are watching commercials — in fast-forward mode.

So far, the findings have been just what NBC hoped: judging from the biological reactions, the test subjects were just as engaged while watching fast-forwarded advertisements as they were while viewing opening scenes from the NBC show “Heroes” at regular speed.

And that conclusion — which is still preliminary — could have big implications for NBC and other networks as they negotiate rates for air time with advertisers. Although advertisers have steadfastly refused to pay the networks for viewers who fast-forward commercials, as more households buy digital video recorders like TiVo, the networks may one day argue that this system should change.

  blog it
Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: