adage.com: Recent internal research by Procter & Gamble Co. indicates that consumers who fast-forward through ads with digital personal video recorders such as TiVo still recall those ads at roughly the same rates as people who see them at normal speed in real time. [...]
"That's probably not an unusual finding based on the way people recall things," Mr. Schar said. "People hardly recall anything. So you're dealing with low numbers anyway, and differences with low numbers take a lot to be significant." [...]
P&G has in the past shared other TiVo research that found only about a third of TiVo users actually fast-forward through ads, (!!!) though fast-forwarding becomes more frequent the longer people use the PVR technology.
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