Viewers Use Web, TiVo To Extend Reach, Frequency Of TV Ads

In a series of findings that raise new hopes for advertising in a digital, interactive media environment, independent studies show that significant numbers of consumers are actually using interactive media to seek out, record and replay advertising, not avoid it. Of course, the studies are based around a major advertising event - the Super Bowl - that may enhance consumer interest in ads, and their need to replay them, but they nonetheless are an indication that Madison Avenue has the potential to utilize new media to extend both the reach and frequency of ads beyond conventional media plans.

The findings also raise questions about the degree of control planners may have in controlling reach and frequency caps for ads. And while that isn't necessary a bad thing from an advertising effectiveness point-of-view, it could considerably change the dynamics of planning such media buys.

"It's showing that advertising isn't always a 'one and done' thing. In some cases, ads are getting additional frequency that may not have been planned for," notes Doug Adams, a marketing executive and analyst at InsightExpress, a research company that found 25 percent of Super Bowl viewers were likely to visit a Web site to view a Super Bowl commercial. The study of more than 300 viewers was conducted Sunday and Monday and shows a slight increase from the 24 percent of viewers who said they planned to visit a site to view Super Bowl commercials after last year's game.

A separate study released this week by digital video recorder marketer TiVo, also found extraordinary recording, playback and pausing of Super Bowl spots. While TiVo did not break out the specific activity of the commercial recording, it said the Super Bowl spots were the major reason for TiVo activity during the game. "In fact, the half time show during the Super Bowl is now running a close second to the commercials as the most compelling content for viewers. The actual contest on the field continues to be the secondary event during the Super Bowl," said TiVo President Marty Yudkovitz.

Dozens of video streaming sites and Web logs, meanwhile, have been offering consumers the opportunity to replay and pause Super Bowl spots in the days following the Big Game, and initial traffic results are impressive, according to Hitwise.

The activity makes sense, says InsightExpress' Adams when you consider the primary motivations consumers have for replaying Super Bowl ads. The No. 1 reason, cited by 58 percent of respondents, was because the commercial was "humorous" and viewers simply wanted to watch it again. "Interesting" (35 percent) was another big factor, while "product information" (18 percent) was a relatively minor one.

Aside from the entertainment and information value of spots, Adams said a third of consumers said they planned to use Web sites to view commercials they "missed" while watching the game, a feature that is commonly associated with TiVo's replay capabilities.

Another significant factor was simply social connectivity and word-of-mouth. More than a quarter (28 percent) of the viewers said they would replay Super Bowl spots on the Web because they "wanted to see what everyone was talking about."

Likelihood Of Visiting A Site To View A Super Bowl Commercial


Extremely Likely: 7.0%
Likely: 17.6%
Neither Likely Nor Unlikely: 32.2%
Unlikely: 22.9%
Extremely Unlikely: 20.3%

Source: InsightExpress survey of more than 300 Super Bowl viewers conducted online Sunday and Monday.
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