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?
Interesting stat regarding commercial avoidance. I checked out their website and noticed in the latest issue of their newsletter, they are are quoting a NYT study that claims, "Tivo led to an increase in zapping between 52% to 88%." Perhaps that is just a bit of FUD to get their target market to respond, but it certainly seems disengenuous.
Article at pretesting.com: http://www.pretesting.com/news-article3.php
Hmm, the article also mentions the CueCat. It's undated so I guess it might have been there a while.
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