Commercials Are Strong. Even DVRs Can’t Take Them Down.

From an ad man’s perspective, DVRs are the bane of TV’s existence.
According to The New York Times, 27% of American households now own one of these hideous devices and use it to fast forward through commercials. Can you imagine?
Here’s the thing with a DVR though…you have to watch the screen to know when/where to skip commercials.
And a new report in The Journal of Marketing oddly claims that ad messages still manage to get through, even in this viewer-empowered media environment.

…viewers were still able to recall commercials that contained many frames featuring the brand’s name or logo in the center of the screen. Such commercials made viewers like the featured brands better, and increased their desire to buy the products advertised.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.