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Science Daily released an article regarding the effects DVR has had on TV ads. The study “found that ads with brand information placed in the center of the screen still create brand memory despite a 95% reduction in frames viewed and complete loss of audio.” 

As a tv viewer who recently discovered the joy of DVR, it totally makes sense. Viewers actively watch during the fast forward process to make sure they stop at the right time, so DVR users are probably more engaged in commercial breaks then the usual TV viewer. The study found that placing the branding message in the center of the screen was the most effective way to reach those using DVR.

So, what should this mean to those who create TV spots that end up in DVR programming? 

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