Featured Research

from universities, journals, and other organizations

DVR Fast-forwarding May Not Be Fatal To TV Advertising

Date:
November 21, 2008
Source:
Boston College
Summary:
With the advent of digital video recorders and products like TiVo, viewers can fast-forward past commercials while playing back their favorite shows. Researchers found that viewers can retain valuable brand information even from an ad glimpsed for a fraction of its actual length. However, they also found that ads with brand information located on the periphery of the TV screen are of virtually no value.

Fast-forwarded advertisements with brand information located outside of screen center -- such as in this frame from a restaurant ad -- are of virtually no value, Boston College researchers report in the November edition of the Journal of Marketing.
Credit: Photo courtesy the Journal of Marketing

While digital video recorders and products like TiVo allow television viewers to skip past commercials, Boston College researchers have found that fast-forwarding viewers actually pay more attention and can be influenced by brand images they view only for a fraction of a second.

Related Articles


Tracking the eye movements of viewers, Carroll School of Management Professors S. Adam Brasel and James Gips found that ads with brand information placed in the center of the screen still create brand memory despite a 95% reduction in frames viewed and complete loss of audio. Their results are reported in the November edition of the Journal of Marketing.

"In the age of DVRs, advertisers who place their brands anywhere outside the center of the viewing screen do so at their own brand peril," said Brasel, an assistant professor of marketing. "Even in fast forward, consumers can focus in on a product logo or brand and that fraction of a second can later influence their preferences."

Ads with brand information located on the periphery of the TV screen are of virtually no value, according to a new study.

Fast-forwarded commercials containing extensive central brand information can even have a positive effect on a consumer's brand attitude, behavioral intent and actual choice behavior, the researchers found.

The findings show that marketers can counteract the impact of DVRs by ensuring their ads are heavily branded and the branding is centrally located.

"Everybody is saying that TV advertising is doomed – TiVo has broken it and DVR will kill it," said Brasel. "But it's not like the advertising disappears when you use TiVo. We wanted to find out what happens when you fast-forward through these ads."

Brasel and Gips found that people who fast forward through shows actually pay more attention to the screen than those who view at regular speed. That's good news for advertisers, as long as their commercials feature their brands in the center of the screen.

When a viewer hits fast forward, he or she only sees about 1 out of every 24 frames, reducing brand ID to a little less than a third of a second out of a 30-second spot, Brasel said. But the speed of the play-back removes visual cues and motion that attract attention to brand images that lay along the periphery of the TV screen. Instead, television watchers concentrate on the center of the screen.

Curious about how attention on the central image might impact consumer behavior, the researchers created a pair of mock commercials for two British chocolate bar brands. One was heavily branded, the other lightly branded. After the research subjects had viewed the content and were preparing the leave the lab, they were invited to choose one of the candy bars. Subjects chose the heavily branded bar twice as often as the lightly branded bar.

"We created a massive shift in behavior from a commercial lasting just over one second," said Brasel. "It's clear that just because an ad is being fast-forwarded, doesn't mean it is a wasted ad."

The onus now is on brand marketers not to forsake TV advertising or to look for ways to block the increasingly popular technology. "DVRs aren't going anywhere," said Brasel. "So it's up to advertisers to work with these new technologies."


Story Source:

The above story is based on materials provided by Boston College. Note: Materials may be edited for content and length.


Journal Reference:

  1. Brasel et al. Breaking Through Fast-Forwarding: Brand Information and Visual Attention. Journal of Marketing, 2008; 72 (6): 31 DOI: 10.1509/jmkg.72.6.31

Cite This Page:

Boston College. "DVR Fast-forwarding May Not Be Fatal To TV Advertising." ScienceDaily. ScienceDaily, 21 November 2008. <www.sciencedaily.com/releases/2008/11/081103102314.htm>.
Boston College. (2008, November 21). DVR Fast-forwarding May Not Be Fatal To TV Advertising. ScienceDaily. Retrieved December 18, 2014 from www.sciencedaily.com/releases/2008/11/081103102314.htm
Boston College. "DVR Fast-forwarding May Not Be Fatal To TV Advertising." ScienceDaily. www.sciencedaily.com/releases/2008/11/081103102314.htm (accessed December 18, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Thursday, December 18, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Prenatal Exposure To Pollution Might Increase Autism Risk

Prenatal Exposure To Pollution Might Increase Autism Risk

Newsy (Dec. 18, 2014) Harvard researchers found children whose mothers were exposed to high pollution levels in the third trimester were twice as likely to develop autism. Video provided by Newsy
Powered by NewsLook.com
Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com
1st Responders Trained for Autism Sensitivity

1st Responders Trained for Autism Sensitivity

AP (Dec. 16, 2014) More departments are ordering their first responders to sit in on training sessions that focus on how to more effectively interact with those with autism spectrum disorder (Dec. 16) Video provided by AP
Powered by NewsLook.com
Guys Are Idiots, According To Sarcastic Study

Guys Are Idiots, According To Sarcastic Study

Newsy (Dec. 12, 2014) A study out of Britain suggest men are more idiotic than women based on the rate of accidental deaths and other factors. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins