An internal study by the folks at CBS indicated that DVR users recalled products and brands from about 23% of the commercials aired during the time they were watching the tube.
Now, don’t get me wrong. TiVo users are definitely fast forwarding through commercials. But they are also remembering a lot of those commercials anyway.
It really does make sense. DVR early adopters are among the television-watching elite. I never watched commercials before I had TiVo. I flipped the channel or I left the room or I picked up a good book (just kidding…). Now I either see the commercials slow or I see them fast. Who knows, if it’s a really good commercial, I may even watch it twice (although I’m saying that mostly for effect).
There are shows that I would have never sat through before TiVo that I am willing to watch now (when and how I want). Likewise, there are commercials I see now that I didn’t see before. What’s good for the medium is good for the marketers.