A new study released in the UK this week indicates that DVR (digital video recorders, such as the Tivo and the ReplayTV) owners fast forward through commercials.
Apparently this is a surprise, although to whom, Aunty can’t imagine.
I mean, why wouldn’t you fast forward through the commercials? Isn’t that one of the appeals of the darned things?
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“This has always been advertisers’ biggest fear,” said Sarah Wade, an account manager for Ipsos, which conducted the survey.
What is apparently earth-shattering is the sheer numbers in which owners are eschewing the marketing tripe. Previous studies had pegged the figure at seventy-seven percent of all DVR owners skipping commercials; the Ipsos report says that the figure is closer to ninety percent, and as high as 97% for the 18-34 year old demographic, an advertiser’s greatest sweet spot.
On a side note, isn’t 18-34 a bit broad? What is it that you start doing at 18 and stop doing at 34 which makes that group an advertiser’s most meaningful target?
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