Skipped Ads May Leave an Impression

Some 27 percent of American households have DVRs, according to Nielsen, and most of these fast-forward through commercials. As the ads rush silently by at 20 times their intended speed, what, exactly, do these viewers see? The New York Times reports.

...The researchers found that fast-forwarding, by reducing most commercials to a silent second-and-a-half, sharply reduces viewers’ recall of the commercials they see. But viewers were still able to recall commercials that contained many frames featuring the brand’s name or logo in the center of the screen. Such commercials made viewers like the featured brands better, and increased their desire to buy the products advertised.

emily | 8:15 AM | Advertising / Marketing |
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