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Wishful Thinking July 3, 2007

Posted by David Card in Media.

Dream on.

    When it comes to fast-forward advertisements, “the assumption has always been that they have no economic value, that they have no communication value,” said Alan Wurtzel, president for research at NBC Universal. “But the fact of the matter is we’re learning that they are valuable.”

NBC is monitoring whether people sweat as much when they fast-forward. The NY Times wisely tempers such nuttiness by quoting a media buyer early on, but you should read the whole article to truly appreciate the desperation (see Figure 7).

    “Would we pay when they’re fast-forwarding? No,” said Jason Maltby, president and co-executive director for national broadcast at MindShare North America, an agency in the WPP Group that buys advertisements.
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