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.
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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.