DVRs, fast-forwarding and advertising attention

Erik du Plessis

Erik du Plessis, chairman of Millward Brown South Africa, reports on an experiment looking at the effects on viewers of fast-forwarded commercials.

DVRs, fast-forwarding and advertising attention

Erik du Plessis

The advent and massive growth of digital video recorders (DVRs) have been greeted with dismay by advertisers. Mostly it is accepted that a television advertisement that is being fast-forwarded...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today