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DVRs are a dreaded technology for TV advertisers. After all, they’re designed to allow viewers to skip commercials, and presumably the messages and products they sell are not reaching those who record their favorite programs on a DVR. However, a recent study conducted by Innerscope Research (and paid for by NBC) suggests that some TV spots are memorable to DVR owners, even in fast forward. The study may lead some advertisers to create ads with familiar characters and longer-than-average cuts to keep their products in the spotlight while ads are being skipped.

The study was conducted last August, and 24 different ads were tested. Those which were most memorable to DVR viewers included a trailer for the The Bourne Ultimatum with Matt Damon and a cough medicine ad for Mucinex featuring their popular (and repulsive, in my view) character Mr. Mucus. As the Wall Street Journal wryly asks, “What do Matt Damon and an animated piece of phlegm have in common? Viewers seem to remember them especially well…”. Innerscope uses biometric signals to determine the memorability of ads, including eye movements, perspiration, and heart rate. They found that ads with familiar characters, large brand logos, and fewer scene changes (with action concentrated in the middle of the screen) were the most likely to be remembered during fast forward.

The Wall Street Journal speculates that perhaps the reason for the absorption is due to the need for fast forwarders to actually look at the screen during commercial breaks: “viewers speeding through ads are often paying more attention to the screen than live TV viewers, who listen for clues to turn back to the TV program.” For this reason, advertisers who want to reach DVR viewers are attempting to make ads that rely not on clever audio or flashy scene cuts, but on center-screen action and logo visibility.

Visa has reportedly created an ad specifically meant to reach DVR fast forwarders. They concentrated on the tagline, “Life Takes Visa,” displaying it for a few seconds longer than usual so it could still be read and absorbed in fast forward. This doesn’t mean that all advertisers are buying Innerscope’s results, however. Ad firms pay for how many viewers see the spots, and they do not count DVR viewers among their audiences. As Jason Maltby, president and co-executive director for national broadcast at MindShare told the New York Times, “Would we pay when they’re fast-forwarding? No.”

While Innerscope’s “neuromarketing” research is fascinating, it doesn’t suggest by any means that ads are still a slam dunk for DVR viewers. While 69% of real-time viewers remembered commercials the following day, only 25% of fast forwarders could say the same. Still, it’s a surprisingly high number, and advertisers may begin to incorporate some DRV viewers into their marketing efforts. One can only that doesn’t mean more stomach-turning characters like the memorable Mr. Mucus.

Wednesday, March 26th, 2008 You can skip to the end and leave a response. Pinging is currently not allowed.

By Haley January Eckels