TV viewers watch about 15 to 20% of their prime time television via a DVR. Obviously this has been a major concern to marketers for the last couple of years, but there was a very interesting study released by Innerscope Research that might indicate some good news that was previously unanticipated.
“Our conclusion was that people don’t skip ads,” said Carl Marci, cofounder and CEO of Innerscope Research. “They’re just processing them differently.”
Innerscope indicates that viewers are fast forwarding commercials during their favorite TV shows in “hyper-alert state emotionally” meaning that the mild adrenaline of wanting to not skip past their show was allowing the process the visual data at an accelerated rate.
What does that mean in English? It means that people are able to absorb video scrolling past at even 3x or 6x speeds and still recall the information a day later. Viewers could still recognize and remember ads for major brands, but obviously not to the extent of ads at regular viewing speed.
As a side note viewers of the popular hit Heroes (which I love, but watch on Hulu) viewed the show at closer to 30% of the time on a DVR. Nerds of the world unite….
To read more visit this article from LiveScience: