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What Gets a Commercial Noticed
Alex Petrilli – Manager, Audience Research, TiVo Inc. and Elissa Lee – Vice President, Research and ARM Product Management, TiVo Inc.
According to TiVo’s Stop Watch data, 41% of all programs were time-shifted during the four quarter of 2009, allowing viewers to fast-forward through the commercials. To combat this dilemma of viewer-controlled programming, marketers are experimenting with a cadre of advertising innovations such as pod busters, limited commercials content and advertisements thematically tied to the program, with varying degrees of success. Discover which of these innovations are the most successful, as DVR penetration moves toward fifty percent and beyond.
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