Geekzone: technology news, blogs, forums
Guest
Welcome Guest.
You haven't logged in yet. If you don't have an account you can register now.



675 posts

Ultimate Geek
+1 received by user: 5


Topic # 61025 7-May-2010 13:47 Send private message

Seriously? I would guess that research is somehow flawed.
That ads were skipped only 6.5% of the time, I find very hard to believe. Maybe they are not registering the fast forward button as a form of skipping and are only registering when people actually pressed the skip button [not available on NZ models]


Article:

Study finds commercial-skipping DVRs don't affect purchases, 'TiVo effect' may not exist

Two years back, consumer research told us the vast majority of DVR users skipped commercials; now, statisticians at Duke University say that's not the case. More importantly, even those who do hit that oh-so-tempting skip button aren't necessarily spending less on advertised products as a result. Pulling data from over 1,200 TiVo boxes over the course of three years, Professor Carl Mela and colleagues found that a staggering 95 percent of television was watched live instead of recorded, giving viewers no opportunity to skip, and even when there was an opportunity, users took it only 6.5 percent of the time.

Moreover, every attempt the researchers made to find a "TiVo effect" failed -- comparing those who had DVRs with those who didn't, they found no significant difference in the amount TV watchers spent on nine different goods (including cleaning and grooming products) advertised. This could be for a variety of reasons -- perhaps advertising doesn't work, period, or perhaps those without DVRs "skipped" commercials simply by walking out of the room -- but no matter the reason, it seems these days television advertisers don't have quite so much to fear.

Create new topic
7636 posts

Uber Geek
+1 received by user: 253

Trusted
Subscriber

  Reply # 327744 7-May-2010 15:20 Send private message

I wonder if many people probably do other things in the adverts like: getting a cup of tea, doing the ironing/washing, browsing the web/checking email and don't bother to skip.

So either way they are not paying attention to adverts.



675 posts

Ultimate Geek
+1 received by user: 5


  Reply # 327747 7-May-2010 15:31 Send private message

If I am watching and doing something on my laptop, I will sometimes forget I am watching a pre-recorded show and forget to FFW until halfway through a break, but as you say, I am not paying attention unless it is on a subliminal level.

I also found it hard to believe in that survey that 95% of time was suposedly spent watching live to air shows. Maybe they surveyed shut-ins with no jobs.
If I wach 4 hours of TV in the evening I will watch at least one pre-recorded show off TiVo which accounts for at least 10 - 20%. Add to that an hour of downloaded TV and I watch maybe only 30 - 50% LTA TV if there are two good 1 hour shows on in the 8:30-10:30 slot.




89 posts

Master Geek


  Reply # 329070 11-May-2010 19:05 Send private message

I dont really care what the truth of the matter is.

Their are only really 2 models that work - Pay television, expensive and often produces poor quality programs (the exception being HBO), or advert supported.

So if the majority are happy to watch adverts when they dont have to, great for me who always skips and never watches like TV - Even the news I start 15 minutes after it has started so I can skip the ads and boring bits.

Penfald

352 posts

Ultimate Geek


  Reply # 329163 11-May-2010 22:08 Send private message

i can't remember the last time i watched ads.

i suppose i should click the link, but i'm already on my box now.
i have to wonder how the data was collected. telephone interviewers are under pressure to meet their quota. it's hard enough to get someone to stay on the line, let alone someone on top of that which meets the set criteria... many interviewers might overlook little details like, for example, whether you have a tv setup capable of skipping at all.

89 posts

Master Geek


  Reply # 329165 11-May-2010 22:15 Send private message

If I was one of those people selected, I would probably watch the ads. Its nice to be nice Wink

Penfald

5073 posts

Uber Geek
+1 received by user: 683


  Reply # 329335 12-May-2010 13:16 Send private message

Professor Carl Mela and colleagues found that a staggering 95 percent of television was watched live instead of recorded


here is the thing - the tiVo is often on the whole time - even when you are not wacthing TV.

If you looked at the usage pattern of my Tivo there is no way to tell whether I am watching it, or it is just on with the TV off. Unless they got people to actually state when they were wtaching and when they weren't (and from the sound if it they didn't), it could well be the case that the 95% figure comes from the amount of time people are not even watching.

as for the lack of skipping ads - I suspect it is for the reason the OP suggests - using the ffwd instead of the skip button. either that or the statisticians screwed up.

reading the study at source:
http://www.dukenews.duke.edu/2010/05/tivo.html
and
http://faculty.fuqua.duke.edu/~mela/bio/papers/Bronnenberg_Dube_Mela_2009.pdf

it seems the OP was spot on
Even though consumers fast-forwarded through about 70 percent of commercials in shows they recorded, they don't actually "skip" them. By concentrating on the screen to know when to press play and resume their show, those who forward are often exposed to the advertising they supposedly "skip."

so they ffwded through 70% of commercials, but only 'skipped' 6.5%



675 posts

Ultimate Geek
+1 received by user: 5


  Reply # 329338 12-May-2010 13:22 Send private message

I had a Humax twin tuner Freeview PVR in the UK. I was a bugger for the ad-skip.  I set the buttons for a 30 second forward skip and a 15 second reverse skip. 6-8 presses to obliterate an ad break and maybe one skip back I overshot.

Great days, great days.Cry

When will TiVo be about the user and not the advertisers.

D

89 posts

Master Geek


  Reply # 329429 12-May-2010 15:49 Send private message

I have an early Pioneer DVR and it has the skip buttons as you describe. Sony DVR's use to have them but got de-featured - I guess they were given the hard word

Penfald

1273 posts

Uber Geek
+1 received by user: 219


  Reply # 330231 14-May-2010 21:26 Send private message

My panasonic DVD Recorder (which is fairly new) still has the 30 second skip button. I suppose they will be required to remove that from the new models now that they want the Freeview EPG on the boxes, and are presumably going for Freeview compliance to get it?

479 posts

Ultimate Geek
+1 received by user: 2


  Reply # 330236 14-May-2010 21:50 Send private message

I haven't watched an advert in about 2 years, I love media centre...

Create new topic




Twitter »
Follow us to receive Twitter updates when new discussions are posted in our forums:



Follow us to receive Twitter updates when news items and blogs are posted in our frontpage:



Follow us to receive Twitter updates when tech item prices are listed in our price comparison site:




News »

Trending now »
Hot discussions in our forums right now:

Geekzone giveaway: Thecus N2310 NAS
Created by freitasm, last reply by Dunnersfella on 24-Jul-2014 23:17 (81 replies)
Pages... 4 5 6


Is chorus going to deliberately slow adsl internet down
Created by rugrat, last reply by NonprayingMantis on 24-Jul-2014 18:44 (38 replies)
Pages... 2 3


MH 17 "shot down" all dead
Created by joker97, last reply by ScuL on 24-Jul-2014 21:40 (203 replies)
Pages... 12 13 14


PB Computers experiences
Created by KiwiNZ, last reply by blakamin on 24-Jul-2014 20:43 (41 replies)
Pages... 2 3


Huge Fuss, didn't even make it a year.
Created by networkn, last reply by Glassboy on 22-Jul-2014 19:50 (121 replies)
Pages... 7 8 9


Skinny's new aggressive ad campaign
Created by Yabanize, last reply by Yabanize on 22-Jul-2014 23:35 (52 replies)
Pages... 2 3 4


Sickening floral smell in car, What next?
Created by TimA, last reply by kiwirock on 25-Jul-2014 02:26 (31 replies)
Pages... 2 3


Giving notice
Created by IlDuce, last reply by kharris on 24-Jul-2014 17:36 (15 replies)


Geekzone Live »
Try automatic live updates from Geekzone directly in your browser, without refreshing the page, with Geekzone Live now.

Are you subscribed to our RSS feed? You can download the latest headlines and summaries from our stories directly to your computer or smartphone by using a feed reader.

Alternatively, you can receive a daily email with Geekzone updates.