CouchCoach
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Coca Cola was the first to only advertise on live events. They conducted their own research and discovered on regular programming, with the the advance of the DVR, the time shifting and knowledge that a 30 minute program can be watched in 23 and a 60 minute one in 42 was shocking to them. The amount of time shifting, and avoiding commercials, was alarming.From what I've seen, sports are the only thing on TV that people most people insist on watching live. Everything else they record so they can watch at their leisure and skip the commercials. It seems like that in itself would add a lot of value.
I was still in advertising at the time and was working with one of the companies that conducted the research and they shared the results with me. We have one of the most ignorant and uninformed public's in the world but when it comes to knowing how to watch TV, we have no equal. The days of the VCR's blinking 00:00 all across this nation were over.