If you’re an advertiser, TiVo can bring both bad and good news. On the bad side, it lets people zip past your ads. On the good side, it tells you which ads are skipped and which aren’t, so you can learn something about appealing to viewers.

TiVo just announced the least-zapped televised movie promos for yesterday’s Oscar contenders. During the past six months, “Up in the Air” with George Clooney was zapped the least. Similarly titled animated feature “Up” was a close second. “Avatar” came in third.

I might add that TiVo finds that the most-watched categories of TV commercials in general are, first, movie promos and, second, direct response spots. Think about that next time you’re about to sink your budget into a self-indulgenty entertaining spot just because your ad agency assures you it will win a Clio.

—Steve Cuno
 


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