An experiment done by NBC shows results indicating that viewers are just as engaged when watching commercials in fast-forward as they are when seeing programming in regular speed. NBC worked with Innerscope Research to test subjects by hooking them up to sensors while they watched TV. Wearable sensors attached to viewers measure physical responses that are translated into what the company calls “emotional engagement.”
Advertisers have shied away from paying networks for viewers who fast-forward commercials--normal behavior for DVR viewing. Networks could use the results of this study to argue against this system. NBC Universal posits that contrary to popular belief, the sped-up advertisements do in fact have economic value since viewers are still getting the necessary information.
Currently Innerscope is working on a second study with NBC on which types of commercials are most emotionally engaging in fast-forward.
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