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With TV, Last Place Might Actually Be the Sweet Spot
As DVRs continue to change how television is consumed, Ad Age is reporting on a new study that offers this sparkling nugget of counterintuitive widsom for the small-screen community: when it comes to advertising, the last spot during a commercial break may be more valuable than the A-spot:
A new study from IAG Research, a New York firm that measures viewers' responses to TV ads and product placements, found that people who use DVRs have one-third less general recall of commercials than people who watch the ads on live TV. Additionally, the study says, recall rates of ads viewed by DVR users are highest for those that air at the end of a commercial break.The reason: Viewers who zap through ads "find it easy to isolate the point at which to start fast forwarding through the ads but have a hard time estimating when to stop," the study found.
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