A new study has found that 29% of people who record a television show do so to skip or fast-forward through the commercials.
The study also showed that 52% of consumers record shows to watch them when it fits their schedule, and the other 19% said they recorded shows for both time-shifting and ad skipping capabilities, according to a recent survey conducted by Arbitron Inc. and Edison Media Research, Somerville, NJ,
The onslaught of ad-skipping technology has sent spending on product placement skyrocketing. Product placement in TV jumped 30.5% to $3.46 billion in 2004 and is expected to grow another 22.7% to $4.24 billion in 2005, largely due to the use of digital video recorders, according to a survey released Tuesday by Stamford, CT-based PQ Media.
The survey also found that 48% of people with home Internet access have broadband connections, up from the 12% in 2001, a plus for the surge in marketers tapping the Internet to extend their brands online with such tactics as streaming video ads, Webisodes, online sweepstakes and other interactive promotions.
The survey quiered 1,855 teens and adults between Jan. 13 and Feb. 2, chosen through random telephone dialing and a random sampling of Arbitron’s diary keepers for radio audience ratings.
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