hoc opus

CBS released a study in November 2004 detailing the viewing habits and recall of DVR viewers (see MediaPost).

"The research...on the viewing habits of DVR households, which found that they fast-forwarded through about 75 percent of the commercials they view in playback
mode. While that is no surprise...recall research [indicated] that those same people were able to recall 23 percent of the commercials they fast-forwarded through."

Dave Poltrack, executive vice president-research and planning at CBS, pointed out how high that figure is relative to expectations and normal television viewing. Theories about the reasons for the figure abound, but likely surround the focus DVR viewers maintain in order to spot the last commercial and stop fast-forwarding. Further, the research was in line with other studies from InsightExpress and MediaPost in 2004 that also posited that fast-forwarding provided a stronger chance for recall than in traditional viewing, where most viewers simply change the channel.

And now TiVo, seeking to capitalize on these findings and improve its relationship with advertisers (and maintain its own survival) is testing a new advertising feature in test markets that puts up banners over fast-forwarded ads allowing users to request further information from the advertisers of interesting products and services (see Mercury News).

So, as usual, the apocalyptic dyspeptic future our new media analysts and evangelists predict is being avoided. The traditional underpinnings of commercials appear solid, just the window dressing may change. Frankly, a device that can provide specific user interactions and viewing habits related to content screams to incorporate an targeted advertising mechanism. Cable operators should also consider these implications for ad-based VOD.