Viewers As Engaged By Fast-Forwarded Ads As Live TV
Published on July 9, 2007 by David Castillo · No Comments
NBC hired Innerscope to perform a study comparing the heart rate, eye movements and patterns of breathing between viewers watching live ads and fast-forwarded ads. This is in an attempt to convince advertising companies that those watching fast-forwarded ads are just as focused as when viewing live television ads.
According to the study, viewers who saw the first 20 seconds of a live TV ad scored a 66 on an "engagement scale while the same viewers watching fast-forwarded ads scored a 68.
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