Recall in a Flash

NewTeeVee points out an article in the WSJ that finds that people still retain a remarkable amount of advertising even when they are fast-forwarding through them on DVR.

The main reason, it seems, is that we watch the screen rather intently as we fast-forward so that we see when to hit “play” again.  In those brief flashes we therefore still take in the more broadly stated messages.

I wonder if this will lead to a new kind of commercial with long, solid blocks of logo or key images that are guaranteed to pop while fast-forwarding.  Of course, this could be completely overridden with a function that jumps you ahead in bigger chunks.  Ad breaks are still very regular (either 30 secs, 1 or 2 min, etc).

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