Like a study was needed to figure that out.
But nowhere in the study did they address the real issue.
People aren’t skipping commercials.
People are skipping interruptions to their programming and these interruptions just happen to be commercials.
What we need to eliminate are the interruptions.
“But how do we reach people without intruding?” the media folks will ask.
Because that’s the real question, isn’t it?
Not how do we disable a viewer’s fast-forward button or stop them from skipping commercials.
But, how do we reach people with our messaging without intruding?