TiVo-proofing Commercials

In an effort to make television commercials effective even when seen through a DVR in fast-forward mode, research firm Frank N. Magid Associates suggests the following:

• Give an ad the "fast-forward test" to be sure "if people fast-forward they can decipher what's going on"
• Use more text which can often be more effective in the no-sound environment of fast-forward
• "Focus for longer periods on interesting images rather than quickly cutting from image to image"
• "Graphics should be placed on the screen where the DVR fast-forwarding bar isn’t covering the screen"

This Media Life article (from where the above recommendations came) also contains other stats on DVR viewing habits gleaned from a Magid online study.

via [Lost Remote]

Comments

[panasianbiz]

David, I found these suggestions about making commercials more effective (even in fast forward) really quite creative and was so glad that you shared them, along with the great links you also included. Thanks for an excellent post!