Press Play
Add comment July 2nd, 2008
Few things have given advertisers the willies more than DVRs (digital video recorders), TiVo and the reality that consumers can now fast-forward through the commercial breaks with ease and aplomb. But data released Monday by TiVo seems to indicate that well-made, engaging TV commercials will continue to be seen by consumers.
In May, the top 4 most-seen commercials by TiVO viewers watching “timeshifted” broadcast TV (meaning they hit “play” on their TiVo instead of “fast forward” and actually watched them) were presented by:
- Domino’s Pizza
- E-Trade (one of the best commercials in years - see below)
- Movie trailer for “You Don’t Mess with the Zohan“
- Movie trailer for “Sex and the City“
Other marketing segments that saw good viewership of their commercials by TiVo users were Nasonex (my guess is that cute bee voiced by Antonio Banderas drew them in), SC Johnson & Son Inc., American Express, Thompson’s Water Seal (which reminds me it’s time for me to seal my deck too), Macy’s (Usher, Martha Stewart and Donald Trump making fun of his own hair), and Honda Trucks/Pilot SUV.
The results show that good commercials will get seen…but also shows that the more mundane commercials timed just right (allergy nose spray is a huge seller in May, as is deck sealant) will capture viewers’ attention.
The study also showed that simply placing your commercial within a popular program doesn’t mean it’ll get seen by a larger audience. Grey’s Anatomy, for example, is a huge ratings hit…but it also is one of the top “timeshifted” shows and viewers hit fast-forward on the vast majority of the commercials within those episodes.
So, despite the Chicken Little fears of the DVR and TiVo among advertising types (full disclosure - I love, love, love, love my TiVo and will watch commercials if they’re interesting), it all comes down to good content and consumers’ desire to hear your message - if you have both of those, you’re golden.
