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
Source: June 2008 Power Watch Ratings Service Highlights