• DMNews.com, Friday, July 20, 2007 10:45 AM

According to TiVo, the least fast-forwarded television campaigns in April were direct-response ads that run in daytime. That is one finding from the company's first "Top Commercial Rankings" report that tracks viewing behavior on a second-by-second basis in both live and timeshifted viewing contexts.

The "Stop-Watch" ratings service, rolled out earlier this year, offers a sortable database of ratings for national programs and ads in prime time and daytime. Categories tracked include top total viewing commercials, compared with total viewing of top programs, along with time-shifted commercials against time-shifted programs -- and least fast-forwarded brand campaigns.

The report monitors 15 nets, including ABC, CBS, FOX, NBC, TNT, TBS and USA, and found that in April, the least fast-forwarded campaigns were daytime campaigns for "Perfect Pushup Exercise Equipment," "Air Hogs Toys" and "Almost Golf Sporting Goods."

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