DVR owners remember more commercials

Matt says CBS is going to release a study on DVR owners and ad retention. It seems that folks with DVR's have a recall rate of 23% for ads.

I think it has to do with the "What?" factor. You see something in fast-forward that doesn't quite make sense, so you rewind to watch it. Personally, I know that seems to trigger me remembering and/or recognizing an ad, versus just enduring commercials in "real-time".

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2 thoughts on “DVR owners remember more commercials”

  1. I know I back up and watch commercials. I tried the 30 second skip thing, but I wanted my skip-to-end/beginning button back, so I toggled it off again.

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