A New Way to Promote Products

With the advent of TiVo and other recording devices from cable providers, advertisers have recently wondered how to reach those television viewers that zip right through the commercials. Well, a new study from Intelliseek has cited an interesting statistic. Those television "ad skippers" are 25 percent more likely to actively participate in consumer generated media online. "The study found that 'active ad skippers' -- people who, with or without DVRs, reported deliberately skipping over ads on TV-- were 25 percent more likely to participate in Internet message boards, forums and blogs" ( Parker, Clickz Network, 2005).

The study survey over 600 online consumers and their Internet behavior. Such stats have become more of the norm and are shaping the way advertising/marketing agencies will need to reach consumer groups. For instance: medical, music, video and automotive categories were the most heavily inundated by such individuals online. These traditional media "ad skippers" went online for peer information on such topics to see what was being said. And there is a lot being said in such forums online. For example, by the end of this year "consumers will have posted a total of two billion product and service-related comments online" (Clickz Network, September 2005).