Augmented fast-forwarding: Can we improve advertising impact by enriching fast-forwarded commercials?

Abstract

The trend of time-shifted viewing worries television networks and advertisers, as time-shifting viewers often fast-forward through commercials, resulting in lower advertising impact. The present research tests an alternative solution to this problem by augmenting fast-forwarded commercials with brand logos placed in the center of the screen. We tested the potential of augmented fast-forwarding in an experiment in which participants watched a television show interrupted by a commercial break using three experimental conditions: commercials played at regular speed, at fast-forwarded speed, or at fast-forwarded speed but enriched with logos. Advertising impact was measured during the commercial break (using eye-tracking glasses), right after the TV show (brand recognition), and the day after the TV show (day after brand recognition). Interestingly, the results showed that augmented fast-forwarding performed equally well as regular-speed viewing on two out of three advertising impact measures.