A couple of nice chaps from a research agency called duckfoot popped by to see me recently with some research they had done on advertising and PVRs.
Real research mind – that is possibly rather helpful.
They have shown that ads watched at up to 30X normal as effective as ads watched at normal speed at driving brand recognition and likeability (when you have already seen that ad). But more than that their research shows that fast forwarded ads can be more effective at this than ads watched at normal speed because we process the information in a less conscious way.
A weird but wonderful study.
Ask them to tell you about it.