TiVo and its ilk have long been treated as potential advertsing assassins by TV broadcatsers, but a new NBC study shows that people still pay attention to commercials even if they're fast-forwarding through them.
Researchers outfitted test subjects with a jungle of electrodes to measure physical responses and found that folks were just as engaged watching commercials in fast-forward mode as they were watching the opening of "Heroes" at normal speed. (And if you think I'm going to make any cracks about "Heroes" in front of this crowd, forget it.)
NBC says the next step is to figure out how to optimize commercials for fast-forward consumption.
TV networks like NBC say tests show that viewers react to ads [International Herald Tribune]
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