Posted by: Burth Helm on August 24, 2007
My colleague Jon Fine is on vacation, so I filled in to write BW’s MediaCentric column this week. In the column I took a look at a surprising set of data from TiVo about the which TV commercials get fast-forwarded the least.
We put together a compilation of several of the least-Tivo’d ads from June (the latest month data was available) so you can watch them.
Even I have to say, if it weren’t for the fact that TiVo observed real behavior from 20,000 households, I’d be extremely skeptical of these results. Few of the least-skipped spots are very entertaining. A handful of direct ads made it into the mix, and have consistently since TiVo started ranking them in April. What’s more, few of them come from well-known ad agencies. There are exceptions, but most just put the product or service front and center.
In the column I argue that smart placement and targeting is the key to getting people to watch your ad. Whether it’s the Harry Potter movie, the Onstar system, or Bowflex, I think people watched these ads because they were specifically interested in the product. But I’m still having trouble figuring out if there is any common thread in the creative that keeps people watching.
After you check them out, I’d love to hear any theories (or, if you think I’m full of it, dissenting opinions) in the comments section. A text list of the least fast-forwarded ads from June is available after the jump.
Least Fast-Forwarded Brand Campaigns
All Measured Networks – Daytime & Primetime
1. CORT Furniture Rentals
2. Dominican Republic Tourism
3. Hooter’s Restaurant
4. IDT Long Distance INTL Residential
5. Tax Masters Tax Service Con Svc
6. Skyteam Airline Network
Broadcast Networks - Primetime
1. Bowflex Exercise Equipment DR
2. OnStar Vehicle Monitoring Sys
3. Hyundai Autos Sonata Leasing
4. Warner Bros Harry Potter/Order/PHNX
5. Lunesta Sleep RX
6. Plavix Blood Thinner RX