MediaPost: CBS Says 'Not So Fast,' DVRs Actually Boost Commercial Recall

CBS will reportedly release surprising digital video recorder (DVR) research that shows that while DVR users fast forward through commercials, the very act of paying attention to what they're forwarding through vastly increases ad recall. Ads that were "skipped" were recalled at a 23 percent rate, higher than typical "viewed" commercials show. This may indirectly show what many ad buyers already suspect: that commercial pods tend to be ignored by viewers.