Apparently I'm in the minority, however, because TiVo has just released data showing that ads for movies are one of the few kinds of commercials that its subscribers actually watch rather than fast-forward through. The DVR company also revealed the movie that had the least-fast-forwarded spot: Forgetting Sarah Marshall. A single FSM ad that ran during an episode of The Office was the single-most popular (or, at least most-viewed) for the month of April. Second least-fast-forwarded in that month was a spot for Hancock. Also considered "DVR-resistant" are those amusing Mac vs. PC commercials, while an ad for Ford that ran during an episode of American Idol placed high for April, as well.
This data is expected to further convince networks to place movie ads at the head of a commercial "pod" (I call them commercial breaks), because it will boost ratings for that pod and discourage fast-forwarding through the rest of the commercials during that break. I guess that means I'll be annoyed by a lot more repeated spots like the Love Guru ad.
[via Movie Marketing Madness]