Volkswagen did
it again. They have launched a slowmercial. In America lots of people
fast-forward the commercials. Nowadays a lot of people record a program and
than skip the advertising block. This is an huge problem in the US and
Europe.
The
advertising revenue of commercial television stations declined. Almost 80% of
the people fast-forward commercials. Volkswagen saw an opportunity to release a
slowmercial and to deal with this problem.
A commercial
that even when you fast-forward the program you could see normal. More than 40%
of the people who forwarded the commercial saw this one and remembered
it.
Through
research they found that ad’s ( 52%) on television were more memorable than
other ad’s on radio or newspapers. But It's difficult with ads on
television to measure how many people are watching it.
Earlier this
week Telenet, an cable television provider in Belgium, went in
discussion with several television stations. There are rumours that
in some countries it will be prohibited to fast-forward commercials except when
you pay an extra fee. The revenue of the television stations is very low since
the introduction of digital television.
Television
advertising could evolve and use other models but they are to big of a
established value. The price to buy advertising space during a popular TV show
is declined because there is a big chance that people record it and
fast-forward the commercials.
This could end
when providers and broadcasting stations get a deal on how to let people watch
commercials.
This is a huge
problem in countries where there are digital services and this is just the
beginning.
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