A TiVo/Innescope study took 40 people and had them watch some TV show, and peppered in ads. Some had good beginnings, others not so much. The variant was that some users had TiVo control and others didn’t. The results:
— Viewers are 25% more likely to fast-forward through ads with low engagement
than those with high engagement.
— If an ad begins with low engagement, 25% of viewers, on average, will not see the ad in its entirety — regardless of the subsequent strength of the ad.
Nifty. The lesson is don’t do boring work and you’ll be ahead of the curve.
More: “Comcast ‘Does it’ with TiVo”