NBC Universal and Innerscope Research hooked a bunch of test subject up to equipment that tested their “engagement.” The finding? That people are just as engaged when watching a commercial in fast forward as they are during a program. Advertisers that talked to the New York Times are still somewhat skeptical, but NBC says this could be a key finding as media companies and buyers figure out how to buy and sell advertising on traditional TV in years to come.http://www.nytimes.com/2007/07/03/business/media/03adco.html?_r=4&oref=slogin&oref=slogin&oref=login&oref=slogin
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