TIVO LESS OF A THREAT? "SURPRISING" P&G FINDINGS CINCINNATI (AdAge.com) -- Recent internal research by Procter & Gamble Co. indicates that consumers who fast-forward through ads with digital personal video recorders such as TiVo still recall those ads at roughly the same rates as people who see them at normal speed in real time. Goes on to say people don't remember much anyway; a lot of ads are just bad ads anyway; and the aim is to build a reaction, as opposed to simple recall.

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