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Study finds TV ads must capture interest immediately
April 1, 2009
Advertising Age: A new study by DVR manufacturer TiVo and a company that measures viewers' biometric responses to watching TV, suggests TV advertisers barely have three or four seconds to capture viewer attention.
Viewers with digital video recorders are 25 percent more likely to fast-forward past ads that don't interest them immediately, and 25 percent of viewers are likely not to watch an entire ad that fails to draw them in right away, according to the study.
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