A recent Synovate survey found 71% of Americans think there are too many commercials on television. At least 44% say they skip ads by changing the channel or fast forwarding through commercials. However, 52% of respondents noted they would be willing to sit through commercials if they were paid or compensated with a discount to their cable bill. The study may suggest that viewers no longer make the connection that their favorite program is made possible mainly because of the commercials.

In contrast, PBS fosters the connection between program and sponsor. They go out of their way to tell viewers that their advertisers (underwriters) make the programs possible. A brand can benefit greatly when consumers associate its advertising with the entertainment it makes possible. Viewers recognize and appreciate the support of their program.

Another example of brand loyalty and advertiser appreciation can be seen in NASCAR. Tide detergent isn’t a brand one would necessarily associate with cars, yet it is a brand widely recognized and supported by NASCAR fans everywhere because of a strong sponsorship presence within that sport.

Rather than worrying about DVR use or channel changing, the real challenge to television networks and stations should be to alter audience attitudes toward commercials. If viewers’ perception of ads were to shift to recognize the advertiser as the real program provider, then perhaps they would be less inclined to avoid commercials, which potentially could improve the effectiveness of any given ad.

Tags: Advertising, Digital video recorder, Television