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693 posts

Ultimate Geek

#61025 7-May-2010 13:47
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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]


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.

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8035 posts

Uber Geek


  #327744 7-May-2010 15:20
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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.

693 posts

Ultimate Geek

  #327747 7-May-2010 15:31
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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.


94 posts

Master Geek

  #329070 11-May-2010 19:05
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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.


352 posts

Ultimate Geek

  #329163 11-May-2010 22:08
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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.

94 posts

Master Geek

  #329165 11-May-2010 22:15
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If I was one of those people selected, I would probably watch the ads. Its nice to be nice Wink


6434 posts

Uber Geek

  #329335 12-May-2010 13:16
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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:

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%

693 posts

Ultimate Geek

  #329338 12-May-2010 13:22
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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.



94 posts

Master Geek

  #329429 12-May-2010 15:49
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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


2681 posts

Uber Geek

  #330231 14-May-2010 21:26
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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?

553 posts

Ultimate Geek

  #330236 14-May-2010 21:50
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I haven't watched an advert in about 2 years, I love media centre...

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