• by Jack Loechner , Staff Writer @mp_research, August 10, 2007

Now You See It, Now You Don't

n a recent discussion about cable research at the CTAM Summit, one of the more cutting-edge practices, presented by NBC Universal vice president of news research Jo Holz, asked "Are people getting anything out of the commercials as they're fast-forwarding through them on their DVR?"

By tracking eye movement and other physiological responses similar to those achieved during real-time commercial viewing, 20 regular viewers of Heroes wearing specially designed measurement vests, were actually highly engaged, and "...did remember brands pretty much to the same extent as they did during real time", reported Holz.

The study spurred questions regarding impacts on the subconscious in cases where people were affected physically by commercials but couldn't remember the brand names, but on the whole, Holz said, "This kind of measurement has been around, but the technology now is much less intrusive," she added.

During digital-video-recorder playback of the show, the network was able to measure heart rate, respiration, galvanic skin response and physical activities of each volunteer.

The next step would be to address programming elements, concludes the report.

For more information, please review the release here.