Hit TV Shows Have Most-Skipped Ads (New York Times)
While this is a relatively short story, the implications are important for major television advertisers. If as reported, DVR owners are most likely to skip through the big shows than big advertisers are likely to reconsider what they are spending since big shows often command higher ad fees.
The company said that nearly all of the television shows that won 2009 Emmys showed higher levels of ad-skipping than the averages for their respective genres. The sole exception was “30 Rock,” 64 percent of whose audience skipped the commercials, as opposed to 66 percent for all sitcoms generally.
Can advertisers still capture viewers’ attention as they are fast forwarding?