• Adweek, Friday, May 9, 2008 10:45 AM

While DVR owners watch more TV programming offline and online, they tend to ignore commercials on both venues. Only about 35% of DVR owners pay attention at least occasionally when watching ads on TV, according to a new study by Google's DoubleClick.

The study found that that many DVR viewers also watch TV programs online--but only 9% pay attention to the online ads. The study also confirmed that more than half the DVR owners say they "always" fast-forward through commercials.

The sobering findings are enough any make mass marketer reevaluate its marketing mix, says Stuart Larkin, chief of search at DoubleClick Performics. But the solution doesn't seem to be online banner and search ads: only 3% of the respondents said that Web ads make an impression on them.

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