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Interesting study on fast-forwarding

CBS is about to release a study showing that DVR users have better retention of commercial messages than people viewing ads at regular speed. They claim a recall rate of 23% for DVR fast forwarders, but don't mention what lower rate regular TV folks recall ads at.

It's kind of weird on the surface, but makes sense for a few reasons. One is that people using FF are concentrating at 100%, waiting to see the show come back so they can stop, while most folks stuck in 30-second ad jail can let their mind wander or take off to the kitchen for other things. Ads also have a tendency to repeat often (repeat often...often...), and I know when I'm watching shows I can spot that same damn weight loss pill ad for serious dieters and that same ad for Chili's that comes on at each break. I also suspect we're used to decades of ads displaying images at a certain rate and a certain pace, and I wouldn't be surprised if a psychologist would say the super quick cuts seen during FF would be more jarring and memorable in the end. [via MarketingVox and Mike] 

by Matt Haughey November 19, 2004 in News

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