NBC Study Says DVR Users Do Pay Attention To Ads
from the gee-whiz dept
For a few years now, advertisers and TV networks have been trying to figure out how to breathe new life into the standard 30-second TV ad -- failing to realize in many cases that DVR users aren't necessarily skipping over all the ads, just the bad ones. Networks have realized, in some cases, that they need to make ads and commercial breaks more entertaining, since they can no longer rely on people watching because they're a captive audience. But they're also looking at how to evolve the TV ad to more effectively reach DVR owners, whether by displaying static images, or embedding things that can only be seen when watched in slow motion. To that end, NBC has done some research into how people react to ads they watch in fast-forward, and found that users are just as engaged as when they're watching programming content at normal speeds. Advertisers and the networks have expressed some surprise at this, as they've generally simply assumed that DVR owners weren't paying attention at all to the ads -- but it makes sense when you consider they've got to be watching to know when to stop fast-forwarding, as earlier studies have hinted. NBC is working on a second study to gain greater insight into what kinds of ads appeal the most to people watching in fast-forward, information it can then share with advertisers and their ad agencies. The conclusion that advertisers need to evolve their offerings should come as no surprise to anybody who's been paying attention. This study just further underlines the fact that they need to do more to engage viewers, rather than just try to figure out more brute-force ways to force people to watch their ads.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
I skip tv ads....
I've even seen the same ad up to 3 times in the same commercial break. That's overkill. And it's why I have a skip button.
[ link to this | view in chronology ]
Re: I skip tv ads....
[ link to this | view in chronology ]
Network
[ link to this | view in chronology ]
I skip the room
The advertisers have more to worry about from me than from the DVR users -- as the study shows, they are more engaged with the ads than I am.
Ten consecutive 30 second spots -- no way I am sitting thorugh that crap. As Jim pointed out, that often inclludes the SAME SPOT multiple times.
[ link to this | view in chronology ]
SAME SPOT multiple times
[ link to this | view in chronology ]
Repeats
Is it just me or do the creators of the current Sonic's ad need to be tar & feathered?
[ link to this | view in chronology ]
Funny...
They either:
1. Don't care about ads or don't need the product/service they are offering. Like I'll ever need Summer's Eve and all those other feminine products.
2. They are sick of seeing the same ad 4 times in a single commercial break.
In either case people have to know when the ads start and end in order to notice when their show starts back up. I suppose the next study will show that people watch shows they like more than shows they dislike...
[ link to this | view in chronology ]
Increased volume during commercials is another rea
You know, there *is* a way to get people (well, guys) to watch commercials. Boobies. Feature more of them and I, for one, would pay attention. It isn't like I'm going to go out and buy your Coleman 3-in-1 electronic pocket stove with optional whitewalls and whitenoise generator in a hand-knit fabric cover, but at least I'll pay attention.
[ link to this | view in chronology ]
Re: Increased volume during commercials is another
[ link to this | view in chronology ]
Re: Increased volume during commercials is another
[ link to this | view in chronology ]
NBC does have that unique DVR commercial...
[ link to this | view in chronology ]
Commercials Everywhere
I am done...
[ link to this | view in chronology ]
Products I will never Purchase Because of annoying
Any Thing Billy Mays is Selling (OxyClean ect..)
Geico Real Person (celebrity hired to help out)
[ link to this | view in chronology ]
Old school out, new school receives my attention
[ link to this | view in chronology ]
Re: Onscreen Ads
[ link to this | view in chronology ]
Re: Re: Onscreen Ads
And am I the only one that remembers back in the day when you watched a tv and during the closing credits you actually saw the credits and listened to the closing theme (which was usually the openeing theme) of the show? Nowadays when a show goes off all get is 75% of the screen (horizontal or vertical depending on the network) taken up by ads while the closing credits are squeezed into the other 25%. You know its a bad thing when networks go tthrough the trouble to annouce that a show is being played with "limited commercial interuption" or on a very rare (like Mew from Pokemon rare) occasion you get one that is "commercial free".
[ link to this | view in chronology ]
Re: Re: Re: Onscreen Ads
[ link to this | view in chronology ]
My DVD Recorder
Thus when the first commercial starts, I press this button 4-7 times, in rapid succession...
So what is the big deal about DVR/Tivo's doing it ?
These days, I record everything to DVD and then watch. That way, I can watch 3-40 minute shows/episodes in 2-hours vs. 3!
[ link to this | view in chronology ]
Humph
However one thing that irks me, is that in order to not have to watch that ridiculous tampon commercial 4 times, or the "text 555 to 5558 to get FREE RINGTONES FOR LIFE" add five thousand times in an hour long show, I also have to miss the ADDS that actually ARE important to me, or actually do speak to me.
I no longer am up to date on what movies are comming out, or what OTHER TELEVISION SHOWS ARE COMMING TO MY FAVORITE CHANNEL. Or even what new interesting products are available.
Obviously I can, and do, find all this information out online, but isn't that the opposite of what these networks actually want?
The problem with TV these days, is we are bombarded by ridiculous adds, that are literally on par with website pop ups, spam, and annoying adds that you will LITERALLY NEVER give any kind of respect to.
I get enough junk advertising on the internet, in my email, in my regular snail mail, in the newspapers, billboards, flyer's, vehicle wraps, food products I've already purchased, etc.
Why don't they realize that people don't mind finding out about new things through advertisements, but instantly loose interest (and respect) when the jumping, singing frog on the TV tells them to use their cellphone to text 555 to 5666 for free ring tones.
And don't even get me started on the prescription drug commercials that are completely unneeded, spam my doctor with that crap, not me.
[ link to this | view in chronology ]
Re: Humph
I would trade some amount of personal information (age, gender, interests -- nothing financial) for the ability to receive only ads for products I MIGHT ACTUALLY BUY!
It would be a triple win -- I get much less crap on my tube, the advertisers are much more likely to get a purchase response from me, and the cable companies could charge extra for the targeted ads.
This might even be the ticket to get the cable cos to unbundle and sell me ala carte channels.
[ link to this | view in chronology ]
Watching Ads
> got to be watching to know when to stop
> fast-forwarding
Not necessarily. My DVR has a button on the remote which allows for a one-minute skip. Generally four of those button pushes takes me right to the end of the ads and I don't have to watch anything in between.
[ link to this | view in chronology ]
If ads were entertaining - I'd listen or watch.
[ link to this | view in chronology ]
Wendy's Ad
[ link to this | view in chronology ]
I love 30-second skip
[ link to this | view in chronology ]
Interesting adds
I too have the 30-second jump feature on my DVR, and do use it on occasion. However, SciFi channel has a block on Monday nights, where they show Anime. I've taken to watching the commercials (except when they air wrestling commercials) because they throw in a short scene from one of the animes they're showing, with different dialog, most often humorous. It actually makes watching through the commercials worth while.
As to the ones that cover over the lower part of the show, I've stopped watching TNT, and a few other channels who do that.
EtG
[ link to this | view in chronology ]
[ link to this | view in chronology ]
Someone must have convinced the FCC that it was a consumer benefit.
Yeah right! Follow the money.
[ link to this | view in chronology ]
Where's the FCC when you need them?
I agree TNT (and TBS) are by far the worst offenders with pop-up ads. I hope for a day when someone invents a pop-up blocker like with websites, just with TV. I'm getting really sick of NBC's pop-ups for their fall lineup as well. I see why Elvis shot the TV, and that was when you only had three channels. I'd take that over the garbage that infiltrates the airwaves as well.
I'm also sick of credit squeezes, all in the name of money. I really wish cable companies would stop speaking for me, and placing what they THINK I want to see, in terms of pop-ups and squeezed credits. What's ironic is that they do this to "keep" viewers tuned in, however, I usually change the channel at the first pop-up or sign of credit squeezing. Most of the cable channels could implode tomorrow, and I would care less.
These companies are gonna crumble under their own greed, and I'll be pointing and laughing, a la Nelson Muntz.
[ link to this | view in chronology ]