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]