An article on Business Week highlights research carried out by Tivo to determine which adverts people watch and which adverts they skip.
IF THERE’S ONE LESSON from TiVo Stop||Watch, it’s that relevancy outweighs creativity in TV commercials–by a lot. The ads on the “least-fast-forwarded” list aren’t funny, they aren’t touching, and they aren’t clever. And they don’t have big budgets. The top three overall in June (the latest month for which data are available) were CORT Furniture, Dominican Republic Tourism, and Hooters Restaurant. Several throw 800-numbers at you at the end.