TiVo: 'Up,' "Up in The Air" Spots Least Fast-Forwarded

by Wayne Friedman , March 4, 2010

If measured non-fast-forwarded commercials were a factor in the Oscar race, "Up in the Air" and "Up" would win many trophies this weekend.

In a study from TiVo, "Up in the Air" -- among frequent moviegoers -- had the lowest fast-forwarding rates on broadcast and cable, among households with income of 100,000 or more, and among homes that have children.

Overall, fast-forwarding rates were 15.5% for "Up in the Air" commercials on broadcast networks; 13% for cable; and 18% for homes with incomes more than $100,000.

Typically, the average fast-forwarding rate for any commercials has been found to be around 60% to 75%, depending on the study.

Among frequent moviegoers, "Avatar" was the next best to "Up in the Air" in the top two categories. Its ads were only fast-forwarded 41% of the time on broadcast and 22% of the time on cable.

But the kids-targeted, Disney-animated "Up" had the lowest fast-forward rate of any movie for its commercials -- just 10% of the time -- among homes with kids 2-5.

"Up in the Air" also did well here -- a fast-forwarding rate of 15%. "Avatar" was next at 27%.

Looking at all TiVo measured homes, not just frequent moviegoers, "Up in the Air" also posted the best results in broadcast -- at 27% with "The Blind Side" coming in at 45% and "Inglorious Bastards" at 47%.

Among frequent moviegoers

Broadcast

Rank	MOVIE	Spot Count	Fast-forward Rate**
1	Up in the Air	62	0.155
2	Avatar	33	0.413
3	Inglorious Bastards	29	0.487
4	The Blind Side	33	0.493
5	District 9	76	0.524
6	Precious	5	0.628
7	Up	39	0.717

Cable

Rank	MOVIE	Spot Count	Fast-forward Rate
1	Up in the Air	1465	0.130
2	Avatar	904	0.225
3	District 9	1414	0.292
4	Up	470	0.293
5	The Blind Side	889	0.373
6	Precious	775	0.425
7	Inglorious Bastards	165	0.48

Household income more than $100,000

Broadcast

Rank	MOVIE	Spot Count	Fast-forward Rate
1	Up in the Air	62	0.184
2	The Blind Side	33	0.497
3	Inglorious Bastards	29	0.501

Cable

Rank	MOVIE	Spot Count	Fast-forward Rate
1	Up in the Air	1465	0.184
2	Avatar	904	0.284
3	Up	470	0.341

In households who have children 2-5 years old

Broadcast

Rank	MOVIE	Spot Count	Fast-forward Rate
1	Up in the Air	62	0.184
2	The Blind Side	33	0.484
3	Avatar	33	0.493

Cable

Rank	MOVIE	Spot Count	Fast-forward Rate
1	Up	470	0.101
2	Up in the Air	1465	0.147
3	Avatar	904	0.26

In households who have children 6-11 years old

Broadcast

Rank	MOVIE	Spot Count	Fast-forward Rate
1	Up in the Air	62	0.200
2	The Blind Side	33	0.443
3	Avatar	33	0.501

Cable

Rank	MOVIE	Spot Count	Fast-forward Rate
1	Up in the Air	1465	0.201
2	Up	470	0.228
3	Avatar	904	0.299

In households who have children 12-17 years old

Broadcast

Rank	MOVIE	Spot Count	Fast-forward Rate
1	Up in the Air	62	0.178
2	Avatar	33	0.466
3	The Blind Side	33	0.479

Cable

Rank	MOVIE	Spot Count	Fast-forward Rate
1	Up in the Air	1465	0.223
2	Avatar	904	0.311
3	District 9	1414	0.312

All Stop||Watch measured households

Broadcast

Rank	MOVIE	Spot Count	Fast-forward Rate
1	Up in the Air	59	0.269
2	The Blind Side	33	0.452
3	Inglorious Bastards	29	0.469

Cable

Rank	MOVIE	Spot Count	Fast-forward Rate
1	Up in the Air	1831	0.310
2	Avatar	973	0.372
3	District 9	1548	0.435

* A minimum of 20 spots on broadcast and/or cable were needed to be considered for this ranking: The Hurt Locker, A Serious Man, and An Education did not meet this minimum. Stop||Watch data reflects January 2009 - January 2010 and Power||Watch data reflects July 2009 - January 2010.

** Among time-shifted viewers, the percentage of audience that is lost to fast-forwarding during the commercial.

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1 comment about "TiVo: 'Up,' "Up in The Air" Spots Least Fast-Forwarded ".

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William Hughes from Arnold Aerospace, March 5, 2010 at 7:58 a.m.
I'd like to see what Commercials were MOST FAS-FORWARDED. I Have a pretty good idea who these would be, but I'd still like to see for the fun of it! <G>
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