TiVo pits Palm ads vs. BlackBerry ads; Palm ....Wins? | webOS Nation

TiVo pits Palm ads vs. BlackBerry ads; Palm ....Wins?

by Derek Kessler Fri, 08 Jan 2010 11:53 am EST


If there’s one company that is the bane of advertisers, TiVo would be it. Their “timeshifting” devices (i.e. DVRs) have enabled consumers not only to watch TV later, but to skip commercials and get to what they really want to watch. And while most consumers may not own a TiVo, they can get a similar DVR through their cable/satellite provider. As it would turn out, TiVo is also interested in how people skip commercials and keeps track of stuff like that. They decided to compare last years smartphone companies ads, pitting Research in Motions’s BlackBerry line against Palm (Apple’s not just a smartphone company, so despite their excellent commercials they don’t count here).

What’s interesting is that despite the fact that BlackBerry ads were both more plentiful and better positioned in a block of ads (first being better), Palm’s ads were skipped over less often. Palm’s ads that were in the “first pod position” were actually skipped 20% less than similarly-placed BlackBerry ads. Palm’s ads also were skipped less overall in households with incomes over $150,000.

The ads that Palm ran were also notably shorter than RIM’s, with 97% of the Palm ads running for just 15 seconds. The shorter ads logged 30% less fast-forwarding than 30-second ads. On the flipside, 26% of BlackBerry ads ran for a full minute, and those only suffered 4% more skipping than the 30-second versions.

Most of those Palm ads were creepy lady commercials, so it’s hard to say whether people were fascinated by the product or by the commercials themselves. Either way, it has a tiny part of us wondering if maybe we burned the witch too soon, so to speak.

With Palm’s new ad campaign under way and the devices soon to spread to other US networks, it should be interesting to see this comparison again next year.