TiVo Releases Ad Retention Study

BOSTON/ALVISO: A new study from TiVo and Innerscope Research reveals that there is a "clear and strong" correlation between how emotionally engaged viewers are with an advertisement and their fast-forwarding behavior on DVRs.

Through a live study of 55 national ads, TiVo and Innerscope found that TV viewers are 25 percent more likely to fast-forward through ads with low emotional engagement than those with high emotional engagement. Moreover, ads beginning with low engagement received a precipitous drop-off in viewership, and those viewers electing to fast forward do not return to an ad.

"In a world where DVRs are already in nearly one third of households (and concentrated in the households with characteristics advertisers most covet), the integration of emotional engagement and behavioral response offers advertisers an effective tool to lessen fast-forwarding behavior and gauge the overall resonance of their message," said Todd Juenger, the VP and general manager of audience research and measurement at TiVo.