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Article: Target: 'fully engaged' viewers: initiative Media/MIT research suggests they channel-surf less, recall more. (TV Buyer).
- Article from:
- Broadcasting & Cable
- Article date:
- August 4, 2003
- Author:
CopyrightCOPYRIGHT 2003 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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In a perfect world for TV advertisers, their target audiences would be glued to the set every time their commercials air. But, as any viewer with a working remote knows, it doesn't quite work that way. Not in a world where there are just too many distractions, from household chores to the dozens, if not hundreds of other programs that can be glimpsed during a commercial break.
And making the ad world even less perfect in the future, potentially anyway, are technological advances like the commercial-zapping personal video recorder.
But is it possible that some shows are just so good and so compelling that viewers hang around for the commercials--or at ...