Digital video recorders may be having less impact on viewing habits than advertisers may think, according to the results of a British study,
MediaLife reports. Among the key findings: TV
watchers say they time-shift way more than they actually do--and even when they do fast-forward through ads, they still pay attention--and stop to watch some of them. Says Todd Chanko, an analyst
at JupiterResearch, "everybody is all freaked out that people are fast forwarding the ads. But. . . this is a great advertising opportunity. Just create different kinds of ads that work in a
real-time environment and can still get the message across in a fast-forward environment."
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