The idiot box is being watched by an astonishing number of idiot. Get this: nearly 50% of people who watch delayed shows on their DVR’s don’t fast-forward through the frigging commercials. They watch them!
“The DVR was going to kill television,” said Andy Donchin, director of media investment for the ad agency Carat, in this NY Times article, DVR, Once a Mortal Foe, Is a Friend After All. “It hasn’t.”
According to Nielsen, 46% of viewers 18 to 49 years old for all four networks taken together are watching the commercials during playback, up slightly from last year.
And I’m betting almost 90% of those over 50 watch all the commercials because they either can’t find the fast-forward button on their remote or they don’t know it’s there, like my wife.
Why do people watch the ads?
“It’s still a passive activity,” said Brad Adgate, the senior vice president for research at Horizon Media, a media buying firm.
Passive activity? Watching anything in one dimension is passive, absorbing the punishment of increasingly inane advertising gets to a whole other level … closing closely on the vegetative state, you know, the mind-set you need to watch Dancing with the Stars et al.
So bookmark the Time’s article; use it as your authority; bet lots; make big bucks: no one could possibly believe that one of the two people you’re talking to is actually watching all the ads when he has a choice not to.