The Eyes Have It: The Truth about Fast Forwarding in Boston College Magazine


Be sure to take a look at this article by Sue Rardin about research regarding brand recognition/retention resulting from fast forwarding enabled by TiVo and DVR’s through television commercials:

The Eyes Have It: The Truth about Fast-Forwarding

Here is an excerpt from the article assessing the research of S. James Brasel and James Gips:

“Equally significant for advertisers, the research showed that all who witnessed fast-forwarding—whether they controlled it or not—focused almost exclusively on the screen’s central area when they watched. “We were amazed,” Brasel says. They “just moved their eyes to the center of the screen and then didn’t move them away.

“This focus did not necessarily translate into brand recognition. On a questionnaire completed after the program, fast-forwarders were far less successful than regular-speed viewers at identifying which brands had been shown. But for all three groups, ads in which brand information appeared in the middle of the screen achieved greatest recognition. This was especially true for manual fast-forwarders.”

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