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86% of TV Viewers Skip Ads

10:05 AM -- Eighty-six percent of viewers skip TV ads using a DVR, according to a study conducted by YouGov in the UK.

However, 52 percent of respondents still called TV the most memorable advertising medium. Newspapers trailed far behind with 10 percent of the votes, and online video and online banner ads fared even worse with 2 percent and 1 percent, respectively.

So how can advertisers get viewers to stop fast-forwarding and actually watch these TV ads? Forty-eight percent of the survey respondents said shorter ad breaks would help, and 32 percent said memorable campaigns would lead them to tune in.

— Erin Barker, Digital Content Reporter, Light Reading Cable

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shygye75 12/5/2012 | 4:25:51 PM
re: 86% of TV Viewers Skip Ads

This puts an even bigger question mark on business models that are based primarily on revenues from advertising.

Jeff Baumgartner 12/5/2012 | 4:25:51 PM
re: 86% of TV Viewers Skip Ads

Guess my only surprise here is that only 86% skip ads and that 14% either feel like they need to adhere to some sort of TV honor code or just aren't aware they can skip ads. JB

paolo.franzoi 12/5/2012 | 4:25:50 PM
re: 86% of TV Viewers Skip Ads


How was the question actually phrased?  If you asked, "Do you always skip ads using your DVR?"  I would answer no to this question for the reason that OP posted.



OldPOTS 12/5/2012 | 4:25:50 PM
re: 86% of TV Viewers Skip Ads

Aren't commercial breaks for potty time and refilling your drink and snack???


BTW According to AP Toshiba is developing 3D TVs that don't need glasses.

But I am waiting for those 3D adds where I can look behind the add.

Jeff Baumgartner 12/5/2012 | 4:25:49 PM
re: 86% of TV Viewers Skip Ads

 Agreed. Question phrasing would be key. The difference between ever skipping ads on DVRs and always skipping would be pretty significant. JB

erinbarker 12/5/2012 | 4:25:48 PM
re: 86% of TV Viewers Skip Ads

Yes, I believe it was "always" actually, based on the Guardian article ("Nearly 90% of television viewers always skip through the adverts on their digital video recorder"). Sorry for not being clear!

shygye75 12/5/2012 | 4:25:47 PM
re: 86% of TV Viewers Skip Ads

Which would make sense, since any call of nature can be answered by first hitting the pause button. On the DVR remote, that is.

cnwedit 12/5/2012 | 4:25:46 PM
re: 86% of TV Viewers Skip Ads

The significant thing here is that these numbers are much higher than what the TV networks/advertising agencies/ratings companies have been saying for years now. They are still trying to convince peole that ad-skipping isn't a majority behavior among DVR owners.

I'm with Jeff - I assumed everyone with a DVR not only skips the ads but also records everything they watch for the express purpose of being able to skip the ads when they watch it later. There is little reason to watch TV at the appointed hour, except for major sport events, and even those can be effectively viewed on a 15-minute time delay that allows you to skip most ads. How many beer commercials do I really need to see?

IJD 12/5/2012 | 4:25:42 PM
re: 86% of TV Viewers Skip Ads

The only channels I ever watch in real time now are BBC ones with no ads, everything else is watched with enough delay to start time that I can skip through the annoying crap (ads included) before catching up. In a lot of cases this means an hour programme lasts not much more than half an hour...

cnwedit 12/5/2012 | 4:25:42 PM
re: 86% of TV Viewers Skip Ads

I think this is why some research is showing increased TV viewing - DVR users are watching more programming, but it consumes less time and is of little or no value to advertisers. Since they are still paying the freight for content production, there's clearly a disconnect here.

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