Read an interesting paper on the way people with PVRs consume ads. Basically it seems to show that whereas in the good old days ads built brands. Now those fast forwarding through the ad breaks will stop to see ads from brands they like. Les Binet refers to this as the Rosser Reeves effect.
It seems that ads with a great legacy of entertainment (think Stella) or those that have strong relevance to the individual get picked up. Those that have weak brands or are in low interest categories just get lost...
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