Television network promotional spots don’t get fast-forwarded as frequently as other commercials, according to recently released data from TiVo’s Stop Watch service. TiVo figures it’s because promos often are at the beginning or end of a commercial pod and frequently are shorter than commercials. Also, some viewers perceive them as more like program content than paid ads. The amount of fast-forwarding varied by network, as the chart below illustrates.
Percentage of Fast-Forwarding by Time-Shifting Viewers
Broadcast |
Cable | |||||
| Rank | Network | Viewers | Rank | Network | Viewers | |
| 1. | NBC | 44% | 1. | ESPN | 22% | |
| 2. | The CW | 45% | 2. | CNN | 25% | |
| 3. | CBS | 47% | 3. | Comedy Central | 27% | |
| 4. | ABC | 54% | 4. | Nickelodeon | 28% | |
| 5. | Fox | 63% | 5. | Toon Disney | 28% | |
Source: June 2008 Power Watch Ratings Service Highlights
Your Comment