PVR's: Why Ads Work on Fast Forward and the Implications for Accessing TV Campaigns
Dr Alastair GoodeDUCKFOOT Research and Development Ltd
Julian DobinsonSky Media: British Broadcasting Ltd
This paper is in two parts. Part 1 will outline a research project commissioned by Sky media to investigate what happened when viewers watch ads a x30 fast forward, (as if they were fast forwarding through an ad break on a PVR). The finding was that even ads shown at x30 fast forward can have a positive affect on the viewer. This finding demonstrates how better understanding of cognitive psychology, in...