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November 30, 2004

Calculating the impact of ad skipping
An internal CBS study found that DVR viewers can recall commercials just about as well as viewers without DVRs. While CBS calls the results "pretty astounding," keep in mind recall is defined as recognizing a spot (either by brand or category). The network's advice to Madison Avenue? Produce commercials with "identifiable visual elements." But I have to wonder if recognizing a spot on fast-forward will still justify the high CPMs the networks continue to charge.
  • Plus: Madison Avenue comes up with hard numbers on ad skipping
  • USA Today: Channel-surfers paying less attention to TV

    (Will somebody please ask Mr. Russell to respect my two handed set shot? ;) -kc.)
    Posted by yatta at 03:27 AM


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