Study Measures Ad Viewership, Campaign Duration Too Long
Perhaps forcing Nielsen to more quickly move its plans to measure commercial rather than programming, The PreTesting Company has is currently conducting a 2,500 Omaha home test of its MediaCheck Project Wannamaker (nice reference to the 50/50 statement), which measures ad viewership rather than program viewership, found most people tire of a campaign's commercials after just two weeks indicating overexposure and poor creative hurt TV campaigns the most. The study also found that DVR-equipped homes did not skip commercials any more than non-DVR (by changing channel, etc.) homes.
The company has plans to roll out a national, 50,000 home study and is is talks with cable operators to incorporate the measurement technology in set top boxes. Hello? Nielsen? Hello?