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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.""

4 of 227 comments (clear)

  1. Hmm... Blip-verts! by RalphBNumbers · · Score: 1, Redundant
    viewers who fast forward through ads recall their content at similar rates as those watching at normal speeds


    Hmm... Does this make anyone else think of the blip-verts in Max Headroom?

    I can just see the advertising agency actually making something like that after this study.
    --
    "The worst tyrannies were the ones where a governance required its own logic on every embedded node." - Vernor Vinge
  2. And so it begins... by jridley · · Score: 0, Redundant

    the road to blipverts.

  3. Re:At least people are watching the TiVo'd ads by pla · · Score: 1, Redundant

    Of course, this won't result in the 1/5 duration ad

    Actually, it surprises me we haven't seen slow-motion ads, designed to appear normal to someone fast forwarding through them. The first few to do this at normal speed will have folks without a TiVo scratching their heads (and thus, watching the ad), and those with a TiVo will do the same at seeing an ad look "normal" at 5x regular speed.

    The real breakthrough, though, will come when someone realizes that you can have ads that look correct at normal and fast speed. Not the same ad (subjectively), but two equally valid ads (one obviously lasting only a fifth as long as the other).

    Fortunately, ad agencies still haven't realized that "annoying me will not get me to buy your product", so the science of taking advantage of human perception to make a dual-speed-dual-ad should never occur to them.

    Damn, now I hope no one in advertising reads this. Okay, I hereby copyright the idea (timestamped and witnessed by more people than most 30-second spots reach anyway), and anyone wanting to use it can send me 3.5% of the CPM for each and every ad using my "doubletime" technology. ;-)

  4. Blipverts by toriver · · Score: 1, Redundant

    Next stage will probably be the "Blipverts" from Max Headroom...