A new study published in the Journal of Marketing by two Boston College business school professors found that people actually may pay closer attention when zapping past commercials on TiVo -- if only to look out for the end of the commercial so they don't miss the continuation of the program they were watching.
What's more, the researchers found that commercials designed for brand awareness -- including a logo, and simple info/storyline -- could be quite effective.
Check out The Economist article: Watching the watchers: Television advertisements can work in fast-forward.
The challenge for advertisers is that while they need to keep fast-forwarding in mind, they can't make every ad a brand awareness ad. They've also got to sell products.
Perhaps that's good news for PR functions.