Slashdot Mirror

← Back to Stories (view on slashdot.org)

Study Finds Tivo Less of a Threat to Advertisers

Posted by Hemos on from the beating-back-the-badness dept.

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.""

6 of 227 comments (clear)

  1. Ads on TV by shird · · Score: 4, Interesting

    as the FP poster stated, this could mean FFW ads on regular TV, could get 5+ times as many ads in the allocated 5mins or whatever the break is. :)

    However, I think the recall has something to do with recognising an ad that youve seen previously, and the FFW glimpse prods your memory back to that ad - hence achieving brand recognition, which is the overall goal. But just seeing the ad in FFW only, probably wouldnt get the desired effect, especially with no sound.

    --
    I.O.U One Sig.
    1. Re:Ads on TV by Zathrus · · Score: 4, Interesting

      I think the recall has something to do with recognising an ad that youve seen previously

      Perhaps. But both my wife and myself have been FF'ing through commercials (at 20x - 2x is too slow, 60x usually too fast) and will see a commercial that either looks interesting, is for some product we want to watch commercials for (generally her employer or former employer), or have heard about and want to watch (like the Nike soccer streaker commercial).

      Obviously it's only the first one that would be of interest to advertisers - the second is a non-sell and the third requires someone to have watched it in the first place. And while the first one doesn't happen very often, neither does our watching commercials at all. I'd say it's about equal in occurance to the others.

      Fact of the matter is, however, most commercials are even crappier than most shows. I only watch the shows I like. I've been stuck watching commercials at friends' and relatives' houses and... wow... no wonder so many people think TV sucks.

  2. The inventor of the Pause Button by Matey-O · · Score: 4, Interesting

    Must have had newborn kids. This PVR has SAVED my TV viewing life. The ability to a)pause live TV, b) rewind when you missed critical dialog during a screamfest, and 3) Watch your favorite 9pm (MST) TV show when you have enough banked time to watch it is invaluable...

    Cause sometimes the only time I can watch CSI: Miami is Saturday at 9am.

    --
    "Draco dormiens nunquam titillandus."
  3. At least people are watching the TiVo'd ads by Anonymous Coward · · Score: 4, Interesting

    I'm inclined to think that the retention might be HIGHER for TiVo users. At least they're sitting there in front of the TV watching the screen intently waiting for the optimal second to release the FF button.

    Then, of course, 9 times out of 10 you overshoot, and have to run back, meaning that you actually get most of the last ad at regular speed (I can already hear the ad execs charging more for the last spot)

    Compare this to 'regular' viewing where many, many people get up for a bathroom break, grab a drink, bite to eat, even (gasp!) converse amongst themselves during the commercial break and therefore don't see ANY ads at all.

    Of course, this won't result in the 1/5 duration ad since those TiVo users will now see them at 1/25 normal speed and there has to be a point where there aren't enough frames for the human eye to discern the content - that is until you start talking subliminal messaging, which is a whole other issue.

  4. LA Times article by JoeCotellese · · Score: 5, Interesting

    The LA Times is running an article discussing why PVRs aren't in every home. The conclusion is the structure of cable monopolies is preventing rapid adoption.

  5. Don't you love spin ? by tmark · · Score: 4, Interesting

    The headline suggests that recall of ads is the same whether or not someone is fast-forwarding through it. Yet the bulk of the actual article details the statistical problems with the drawing of this conclusion, as well as the likelihood that at the fastest speeds, it's highly unlikely there's anything close to meaningful recall.

    Of course, the majority of readers who find the headline somehow compatible with their world view will go on and on about it ...