TiVo: those who have never owned one will never understand. Those who have used a generic DVR think they understand, but they really don’t.
One benefit that many TiVo enthusiasts love to speak about is their ability to fast-forward through commercials. This has led to some advertisers trying to make their ads “TiVo-Friendly”, so that the core message of the spot will still be conveyed, even as the rest of the commercial goes by in a blur. As an example, you may have seen some movie ads that have the name of the movie displayed at the top of the screen for the duration of the commercial. TiVo users may not see the commercial content, but they know what the commercial was for.
Heck, even NBC CONDUCTED A STUDY THAT PROVED TIVO and DVR USERS DO PAY ATTENTION TO COMMERCIALS. In part, it’s because users who are fast-forwarding through the commercials end up watching the screen intently focused on when the commercial break stops, and if they happen to see an interesting commercial whiz by, they’ll rewind back to watch it.
Let’s take a look at WHAT TiVo SAYS ARE THE MOST WATCHED PROGRAMS AND COMMERCIALS BY TiVo USERS IN MAY 2009: