According to TiVo: Vignettes Helping Maintain TV Viewer Engagement in a DVR World - Page 2
By weaving program elements into ad breaks, advertisers and networks are making viewers less eager to channel surf or fast-forward. According to TiVo, it's working. The Desperate Housewives vignettes produced a brand integration lift of 30% across 15 commercials, for an estimated added value of $1 million. The practice is effective because it relates to viewers within the television property they already know and love.
Advertisers around the "Mad Men" series did the same thing, but in the middle of the commercial break. Unilever used the second episode in the fourth season of show to push its "Suave"-themed ad. The fit was a good one for Unilever, in a natural fit to showcase its iconic brands and celebrate their heritage on a relevant hit show. Consumers are craving nostalgia, and the brand was able to play on that, generating a 36% increase in commercial ratings versus an average ad.
There is a downside for advertisers, however. Because vignette ads are tied closely to a particular entertainment property, they result in commercials that really can't air anywhere else other than the show for which they were designed.
The offset of this is that social media is giving ads additional life. "Ads travel well by social media," Greg said. TiVo's studies from the 2012 SuperBowl game showed 56% of smartphone owners saying they would likely tweet or post updates during the game. In the same study, 18% surveyed said they planned to watch the commercials on their computing devices after the game.
Those statistics translate to television commercials, like these vignettes, that are engaging to begin with. Even after a couple months, engaging ads remained talked about online via social media sharing.