Not sure why Lifetime would want to produce research which adds fuels to the raging debate about the future of the 30-second spot, but I thank them nonetheless.
As reported by MediaWeek, it is women (and therefore not men) who are in the âdriverâs seatâ when it comes to DVR use.
To quote their Senior VP of Research, Tim Brooks, the results are âdramatic and counterintuitiveâ and some highlights include:
· 48% of married women say the decision to purchase a DVR was their own
· 55% of the wives claim superior knowledge of the DVRâs features, compared to their hubbies
· Hereâs the big one: 99% of women say they use their DVRs to zap through commercial spots (jaffe note: find me the 1% and let me sponsor their frontal lobotomy)
· Here are some 90-degree stats for your:
o 98% said they would recommend DVR to a friend
o 94% said the service was âworth the cost.â
o 94% said the service was âworth the cost.â
OK, so clearly Lifetime had to have some self-serving reasons for commissioning the study and to thank them for the above data, Iâll reprint their âletâs not jump off a cliff just yetâ alleged-silver linings (with my comments of course):
· 94% of those who fast forward commercials said they could still recognize brands and products as they zapped through the spots
o âer just identifying a brand is meant to be good news? ½ a second recognition at a 30-second price? Somebody call the cops!
· 76% reported that they stopped for ads that are entertaining or relevant to their own interests
o Letâs follow up with the 76% shall we and ask them when last they did this, how often they do this and how many times theyâve done this before we bet the farm
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