Hate To Say I Told You So, But...

New research from Media Life magazine confirms what TAC has been saying for quite some time about ad skipping. TAC has estimated that about 1.6 to 1.9% of spots are missed because of TiVo-ing and the like.

Here's what Media Life (Jan 11, 2008) says:

"Nearly all ads are viewed in DVR homes.

"For the longest time the great fear among the broadcast networks and advertisers was that ad-skipping devices like TiVo would make the 30-second spot all but obsolete.

"Those fears are turning out to be unfounded as more data comes in on how viewers use those devices.

"As it turns out, almost all ads are still seen by TV viewers, either live or when shows are seen in playback. Ad-skipping is minimal...

"When ads seen during DVR playback over three days from the original airing are added in, the share of ads seen by viewers rises to 97 percent, according to a new report from media buying giant Magna Global."

And when you add viewing that occurs after 3 days, you probably get something around 1.9% skipped. Now, would everyone please calm down.

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Sky Still Not Falling

From The Hollywood Reporter, Dec. 27, 2007: "A study by Palisades Media Group (owned by Nielsen) suggests that despite the growth of digital video recording devices, DVRs are not drastically affecting the viewing of commercials, even time-sensitive or seasonal messages."

Now there's some big news. We've only been reporting this for months. See "Nailed", "The Sky Is Not Falling" and "Sky Not Falling, Update."

The Hollywood Reporter is apparently too dumb to do the math, but in the above-mentioned posts TAC gives you the best calculations on how many commercials are actually being skipped, based on the latest data I can find.

That's why, for the finest in cranky opinions, discerning readers keep their computers tuned to The Ad Contrarian.

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