In my house, we don’t watch anything live if we can help it — it’s all DVR. (Okay, I lied, we do watch So You Think You Can Dance live, let the embarrassing facts be known – btw, I called Josh as the winner way before you did). In this process of going 98% DVR, I have been caught by surprise on one issue: My kids love to scan the commercials as we skip them to find ones they like. They then call out, “oh, go back, go back, that’s hilarious.” I can’t tell you how many times we’ve gone back to watch the “Don’t throw away those minutes” AT&T wireless commercial and its equally witty follow-up, “Milky minutes” spot with the ultra-funny ending.
I have been amazed that my teenagers — in this generation that some feared wouldn’t pay attention to commercials ever again — keep a keen eye out for movie trailers they want to see, funny commercials they want to joke about with friends, and even products they want to buy.
Now there’s research to prove that people are still paying attention, even in fast forward mode. Great research by Innerscope Research, by the way, employing biometrics to see how people respond physiologically to the ads they are skipping on the DVR. My kind of stuff. I almost did my dissertation on using brain waves to predict whether people will like a movie or not. Well, that was one of six topics I proposed…
What about you: do you pay attention to DVR ads as you skip through shows? Am I a sucker for doing so? How does this change the model for advertising besides the obvious of keeping logos up longer?