If you missed the groundbreaking Oliver Wyman report of January 2008 that surveyed 1,000 consumers about their television-viewing habits in the United States, Europe, and Asia, would it surprise you that 25% owned a digital video recorder, such as TiVo, and 20% intended to purchase a DVR that year?
I imagine if the company followed-up with those consumers or duplicated the questions today, the numbers would be much higher. Take a look at the study’s inclusion of the following graphs which indicate advantages of DVR and video on demand:
If you’ve ever watched TV (has anyone not?), you know about commercials. If you’re like me, the remote control is always close to your hand to switch the station when the ad is pushed your way, right? If you zero-in on the bar charts of people who skip commercials, is it any surprise to surmise you’re not alone in this behavior?
Let’s step back, though. Why do you skip commercials? Why do you skip advertisements? Your answer for TV channels is likely the same with radio stations and newspaper columns. Is it because you don’t want companies to tell you what to watch and what to buy, opting to watch what and when you want? Or is it because you’re the product of parental mimicry and years of habit?
So, here’s a challenge: Next time a commercial comes on, keep the channel on. Watch the ad and be mesmerized how (and if) you are brainwashed in the 30- or 60-second spot. Take notice of how pictures are laid out beside text and listen to the voice-over as the visual content pushes your way.
When you consider a company spent hundreds of thousands, give or take a couple, for your attention and hope you’d either purchase the product or tell someone else about it, was the money well-spent? If you skip the commercial, can you answer the question?
Forget that the ad sucks because the company sucks, and think about whether the ad is memorable on the same merits that a blog post you’ve never seen before is memorable. If you’re willing to click over to discover new blogs, why wouldn’t you watch a commercial?
You might be missing out on something you’d otherwise never know, no?