Yes, it's true, we don't hate all commercials, just ones that are dumb, stupid or about stuff we don't care about:
| TiVo Stop||Watch: Commercials That Get Noticed |
| by Wayne Friedman, Wednesday, Jul 2, 2008 8:31 AM ET |
| What commercials give DVR owners pause? Not just the obvious ones for summer blockbuster movies, but also commercials for more mundane products like water sealants. Results from TiVo's Stop||Watch ratings service in May revealed that not-so-obvious commercials touting everyday products have gotten some DVR households to sit up and take notice--or at least have them push "play" on their remotes. In surveying the least fast-forwarded commercials in May, only two of the top 10 in prime time were movie commercials: Sony Pictures' "You Don't Mess with the Zohan" and Warner Bros.' "Sex in the City." May is a typically heavy period for film marketers, touting their big summer releases. The least fast-forwarded brand on broadcast television was a Dominos Pizza spot, followed by an E-Trade Financial commercial. "Zohan" came in third place, with "Sex in the City" in fourth. SC Johnson & Son was next. Then came American Express, Thompson's Water Sealant, Macy's and Honda Pilot. Media analysts believed that mostly entertainment-oriented commercials, such as movie trailers and spots akin to TV program content would score high viewing levels among DVR consumers, moving them to view these marketing messages at their normal speed. Instead, a variety of marketing categories--restaurant, financial services, pharmaceutical, retail, credit card, and automotive--had viewers hitting play. When looking at both cable and broadcast, TiVo says the mix extends to baseball playing cards, food products, surfing boards, airlines and muffler replacement. Topps Baseball Cards and Banzai Skimboard Surfer ranked among the most successful in avoiding fast-forwarding. No movie commercials made the top 10, according to TiVo. TiVo's Stop||Watch ratings service, which started in February 2007, tracks 51 ad supported TV networks. TiVo's clients include Omnicom Media Group, NBC Universal, CBS Corporation, The Interpublic Group, Starcom, Carat USA, MPMA, Crispin Porter + Bogusky, Media IQ and Euro RSCG New York. The results come from an anonymous random sample of 20,000 TiVo units, which collect second-by-second data. |
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