DVR Owners Don't Watch Commercials... But Still Remember Them
from the how-does-that-work? dept
Business 2.0 is pointing out the amusing contradiction that comes out of two separate studies on the use of DVR devices (like TiVo). The first one pretty much states the obvious: DVR owners almost always skip commercials for shows watched on the DVR. Less than 1% actually watch the commercials. That actually contradicts an earlier study, but we noted at the time that the participants in that study may have watched more ads because they knew they were being watched. Then the twist. Another report finds that DVR owners remember ads just as much as non-DVR owners. The reasoning is pretty straightforward: fast forwarding through commercials takes more concentration on the actual commercials. Meanwhile, regular ad retention isn't that great, because non-DVR owners walk away from their TV or flip channels during commercial breaks. So, even if DVR owners are not watching the commercials as intended, by keeping an eye on the ads for the sake of figuring out when to stop fast forwarding, the important points are getting passed on. That suggests, at the very least, that recent attempts at TiVo-proof ads makes some sense for advertisers.Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.
While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.
–The Techdirt Team
Reader Comments
Subscribe: RSS
View by: Time | Thread
True, i always walk away when a comercial comes on, that or i turn around to the computer... but when watching on DVR i pay attention to the comercial more cuz i am fast forwarding through it finaly they catch on
[ link to this | view in chronology ]
Look at advertising trends in the last few years. Many (if not most) commercials now get the message across when played at any speed.
This TechDirt article is the first I have seen that mentions the concentration aspect, which is the key. Who cares if someone only concentrates on your ad for a few seconds? If they get the message our work is done. It's better than having them in the bathroom or making a sandwich and missing it entirely.
[ link to this | view in chronology ]
commercials
[ link to this | view in chronology ]
[ link to this | view in chronology ]
See how long this works...
[ link to this | view in chronology ]
Re: See how long this works...
I do agree though that it will be intresting when comercials feel like just a blip. What will be even more intresting is what will happen with HD when/if it gets standardized and forced into the market,
[ link to this | view in chronology ]
Re: See how long this works...
[ link to this | view in chronology ]
if an ad looks interesting i will stop to watch it. like the Wolkswagon adds where they unpimp the rides.
[ link to this | view in chronology ]
Re:
[ link to this | view in chronology ]
Re: Re:
[ link to this | view in chronology ]
Re:
[ link to this | view in chronology ]
Of course, the big guy in the office on 5th ave in NY still drives his Bently to work. Wouldn't it be better to move him to a $500/month office and have him drive a Kia so we don't have to sit through commercials?
[ link to this | view in chronology ]
Re: Anonymous Coward
Please, if _any_ of the cable companies could do this, it would be done in two minutes to undercut the market and steal the entire thing. After all, who would pay if they could get all the cable channels for free?
But it doesn't work that way. For a cable company to lease the rights to show Discovery, the have to promise to buy a package of channels that include Discovery Animals, Discovery Houses, Discovery En Esparanto, Discovery WatchingPaintDry and all the rest, and sell them together. Even the ones that cannot otherwise support themselves because due to low audience counts advertisers won't pay through the nose to advertise on them.
This is also why there is no a la carte channel purchasing.
[ link to this | view in chronology ]
Re: Re: Anonymous Coward
Hey WhoTheHellCaresWhatMyNameIs, you do sound dumb enough to work for a cable company. Do you?
[ link to this | view in chronology ]
I don't scan, I skip
[ link to this | view in chronology ]
Re: I don't scan, I skip
[ link to this | view in chronology ]
german enginerink, yaaa
[ link to this | view in chronology ]
[ link to this | view in chronology ]
[ link to this | view in chronology ]
30 Second Skip
I MAY have a faint recollection of start of the first commercial and some point in the next-to-last or last Ad, but certainly no recollection of the vast mid-section.
[ link to this | view in chronology ]
Slow-mo
And could be fun to watch commercials in slow motion, especially the Miller Light commercial with the two chicks fight. Great taste...less filling!
[ link to this | view in chronology ]
Here's another one for you, when you press the ff button the screen shrinks to 1/4 screen and the balance of the screen becomes short form ads only playing while you are FF. If they know 2 mins of commercials will take XX seconds of FF this can be done. Heck if they put a STOP FF HERE signal it to start on time people will pay attention.
[ link to this | view in chronology ]
Re:
Obligatory futurama quote: Thus solving the problem forever! (but ...) FOREVER!!
[ link to this | view in chronology ]
A few commercials are enjoyable, but I can't think of what products they're for so they must not be too effective. (What was that cat-rancher commercial for?) The aforementioned VW commercial is funny, but I spend the whole time feeling sad for Peter Stormare's (http://www.imdb.com/name/nm0001780/) career.
Seems to me that if a product is good word gets out. Save us all time and money by not advertising so heavily which will make the product cheaper. I'm sure there is some heavily funded research out there to prove advertising is worth it, but to me it is generally a negative experience.
At the very least ban advertising on pharmaceuticals, lawyers, alcohol, deoderants, and maybe those tampon commercials.
Put the vision back into television.
[ link to this | view in chronology ]
[ link to this | view in chronology ]
TV Party
And BTW, what's wrong with the VCR? Unwilling to pay for Tivo, I set my VCR to record a few of my favorite programs. As it is, I often don't watch everything I record. Tape ends, it gets rewound - that's it.
As long as they keep selling VCR's, I will have one.
Channel surfing is still a viable option, and because of it, viewers see more more than enough TV commercials than is worth talking about.
I automatically put rented DVD's on "Play" a few minutes before I'm ready to begin viewing them. I rarely show up to a movie before the scheduled show time.
Note there are MILLIONS of commercials! If viewers are completely forced to watch more of them, they'll simply turn off the TV, change stations, walk away, or find another way to boycott them.
Want to sell a cool gadget? How about an easy to use, slightly intelligent DVR that doesn't require an accompanying monthly fee? Something between a Tivo and a VCR.
Get Hong Kong on the phone!
[ link to this | view in chronology ]
Re: TV Party
and the cool gadget you refer to is called Windows Media Center.
[ link to this | view in chronology ]
Re: Re: TV Party
[ link to this | view in chronology ]
Re: Re: Re: TV Party
[ link to this | view in chronology ]
Re: TV Party
[ link to this | view in chronology ]
The technology isn't perfect, as it can occational mark the beginning or end of a commercial break a bit too early or too late, but I'd say it's about 95% accurate in my expirience.
[ link to this | view in chronology ]
[ link to this | view in chronology ]
Re: Re: Re: TV Party
[ link to this | view in chronology ]
DVR commericals
[ link to this | view in chronology ]
Intersting
[ link to this | view in chronology ]
no commercials
[ link to this | view in chronology ]
never really thought about this.
but i do concentrate on the commercial when I am fast forwarding.
[ link to this | view in chronology ]
No TV is good TV
[ link to this | view in chronology ]
[ link to this | view in chronology ]
[ link to this | view in chronology ]
My VCR
[ link to this | view in chronology ]
bull crap
I never watch commercials, I start watching my shows 30 minutes late or after they are over so I can skip the commercials and not be constantly markerted to by freakin moronic commercials, especially car commercials with their increased volume, yelling and screaming to get your attention...do those morons really think this works? Apparently not since the car makers are choking on their inventory. Serves then right for marketing to people like they are children.
[ link to this | view in chronology ]
You'll probably start to see commercials get short
[ link to this | view in chronology ]
One Word
[ link to this | view in chronology ]
Repetition
Advertising people, listen to me! Don't waste my time repeating things. Give me the info I need in order to make an informed decision. That includes the price! I probably won't call you up or go to your web site just to find out the price. Or, if I do go the extra step and do your work for you, I'm not going to buy the darn thing if it costs too much. If you don't give me the info I need in the commercial I'll ignore your message.
[ link to this | view in chronology ]
Well said, Mike...
I understand the advertising-based business model, but being subjected to ads on cable-only channels - which I pay (too much, IMO) for is something that I do not enjoy.
Memo: Public to content industry, give us what we want, when we want it, where we want it, how we want it. If you say "my way or the highway" do not be surprised if we walk away....
[ link to this | view in chronology ]
LOST in commercials......
[ link to this | view in chronology ]
[ link to this | view in chronology ]
[ link to this | view in chronology ]
[ link to this | view in chronology ]