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Study Finds Tivo Less of a Threat to Advertisers
talboito writes "AdAge.com reports that an internal study by Proctor and Gamble concludes that Tivo viewers who fast forward through ads recall their content at similar rates as those watching at normal speeds. The article concludes with a choice quote by Proctor and Gamble's former head of research on the significance of the results; "[Proctor and Gamble] may still go out and try to browbeat the networks into giving them a lower CPM [cost per thousand viewers] on the basis of it, but they'd want to know either way.""
Perhaps we'll start seeing reverse-blipverts...
Heh, if fast forwarding through the ads provides the same information content as watching the whole thing, imagine what a waste of time watching advertisements is!
-- shayborg
I think TiVo should build an IR sensor into the front of the unit like the ones in auto-flush urinals. When youre playing back a recorded episode it could sense when you leave the room for a beer and automatically edit out the commericals...
Have you seen my stapler?
The filling, I mean. Great, or taste-less?
They say the first thing to go is your penis. Well, it's either that or your brain. I forget which...
Some subway systems have ads on their tunnel walls that are meant to be viewed at the speed of a moving train. In the future, perhaps advertisers targeting Tivo users will buy an extra-long commercial slot to play a greatly slowed-down version of their regular ad that appears normal when fast-forwarded.
Of course, Tivo will immediately counter with a fast-fast-forward mode for such ads, which will be met with even more slowed-down spots, and so on...
I hope not, blipverts can cause your head to explode.
These researchers are concentrating their effort on what crap - to study who fast-forwards what when and why? No wonder we have not cured cancer, or sent men and women to the moon again since 1972. This useless research serves NOTHING except Proctor & Gamble wastefulness. I will not buy any of their products now
Crap like this makes me want to scream at the lab. I slave for my sh*thead supervisor, and this is what others get paid to research?! I hope all they die in trafic accident.
I suggest you read Slashdot
Has somebody been reading "How to Lie With Statistics" by Darrell Huff?
They haven't controlled for a possible variable: maybe this just means that TiVo users are smarter than everyone else.
If you don't pretend to be anyone, are you?
I wonder if the same principle can be applied to other things besides commercials. If I simply skim my textbook quickly, will I be prepared for next week's exam? If the professor talks really fast, would we get the dual benefit of getting out of class an hour early AND not being screwed on our homework? Imagine the possibilities...
What kind of bear? Do your friends live near a forest? A zoo? A bar populated by large hairy gay men?