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In a July 2008 survey regarding commercial interaction among PVR users, the following was noted:
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99% of all television in Canada is viewed in LIVE mode, a mode which cannot be fast forwarded or skipped (BBM Nielsen July meter data)
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More than half of the people surveyed who use their PVR to fast forward or skip commercials, stop and watch relevant or entertaining ads
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The two primary reason they stop:
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Almost 3/4's of those surveyed report they are aware of specific advertisers or brands while in fast forward mode
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The PVR is having the effect of increasing program audiences (CBS Research)
- Ad recall among PVR users is affected by the quality of the commercial creative and the genre of programming (CBS Research)
In the PVR world, targeting to ensure the appropriate environment for your ad, and appealing/engaging creative is more important than ever. Taking into account the current level of PVR penetration combined with the high proportion of LIVE vs. Playback viewing, leads to the conclusion that commercial skipping is not currently having much of an impact in Canada.
The survey below was conducted by BBM Analytics using their omniVU telephone survey.
Adult 25-54 Results
Survey data
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