It’s not like I do this every week (or any week), but hey, it’s Friday and this is a roundup.
DVRs and Ad Retention
According to AdAge.com, an BBC study has shown that television ad retention is actually better in houses that have a digital video recorder (DVR). This goes against conventional advertising wisdom that believes the ability to fast-forward through ads means people don’t see them. However, as someone who has a DVR, I think I understand why Ad Age’s claim may be true. Here’s why:
With a conventional television, I’m inclined to change the channel when and ad comes on, or I might even leave the room. With my DVR, however, I fast-forward through the ad. That means I see the ad, just speeded up. Occasionally an ad is so compelling that I’ll actually stop, rewind, and watch it.
Once I’ve seen the ad, I don’t need to sit through the whole 30 seconds again. Simply by seeing it in a five-second fast-forward, I am reminded of the full ad, so it makes essentially the same impression.
There’s a simple reason why this is important — DVR makers are talking about implementing a restriction that won’t let users fast-forward through ads. Some people in the advertising business even question the legality of a system that allows people to fast-forward through ads.
That’s bullshit. If the day ever arrives when I cannot fast-forward through television ads I will disconnect the TV and only use it for DVDs. No, really.
Dr. Phil and his Dim Followers
According to the Southern Medical Journal, a study has linked daytime television consumption to lower mental capacity in old people. Now remember — correlation is not the same as causation. It could go either way: either watching daytime television makes you thick, or thick people are particularly drawn to daytime television. Either way, this should come as no surprise to anyone who’s spend a sick day in front of the tube watching that crap.
It’s Official: Short Attention Spans are the New Black
Ars Technica reports on a Time Magazine article that claims our gadget- and multitasking-obsessed lifestyles are leading to a generation of short attention span people who have never learned to focus on anything. I meant to read the whole article but I had to answer a few emails and then somebody pinged my Jabber thing. Hang on, there’s my cell phone…
My birthday is coming up in a few months. I’d love to get one of these hats with a pre-pixelated logo, in case I ever find myself on a U.S. reality TV show. On the other hand, maybe I’d rather a pre-pixelated t-shirt.
In case you’re been living in a cave and haven’t noticed this phenomenon, U.S. reality shows go through a post-production phase where they blur (pixelate) any logos or brand names that happen to be caught in the frame while shooting. Unless, that is, the owner of the logo ponies up a “promotional consideration.”
Actually, it’s a two-edged sword — on the one hand, they use the technique to “encourage” brand owners to cough up money to not be pixelated, but on the other hand they do it so that brand owners won’t sue them for copyright infringement. Yes, it’s that weird: it’s like me saying to Coca-Cola “give me $100,000 or I’ll pixelate your logo right out of this scene,” but then Pepsi turns around and sues me for $100,000 because I didn’t pay them for permission to use their logo, even though it was only visible on a poster way, way in the background. That’s how pathetic copyright issues are in the U.S. right now. Some shows even blur paintings and photographs hanging on the walls.
And get off your high Canadian horse — about the only reason why it’s not like that in Canada (yet) is because the stakes are lower here.