DVR Fast-forwarding May Not Be Fatal To TV Advertising
Friday, November 21, 2008 - 18:21
in Mathematics & Economics
With the advent of digital video recorders and products like TiVo, viewers can fast-forward past commercials while playing back their favorite shows. Researchers found that viewers can retain valuable brand information even from an ad glimpsed for a fraction of its actual length. However, they also found that ads with brand information located on the periphery of the TV screen are of virtually no value.