What Happens at x30 Fast-Forward?
Dr Alastair Goode
In the press recently much has been said about personal video recorders (PVRs) being one of the greatest threats to TV advertising, as viewers tend to fast-forward through the ad breaks of recorded programmes. The first mass PVR system in the UK, Sky+, was launched in 2004. Sky set DUCKFoOT Research & Development the task of establishing what effect, if any, fast-forwarded ads had on viewers.
The results clearly showed that, even at x30 fast-forward, ads did have a positive emotional effect. Respondents who saw currently running UK ads at x30 fast-forward...