I've read recently about companies looking for strategies to overcome the TIVO generation's ability to block out commercials. I know that a number of companies have been talking about strategies that cause the viewer to slow down their devices to observe something that will be beneficial to them from the offer of the company.
B.L. Ochman reports on a campaign on behalf of KFC that worked really great. "Free food and a TV-to-web campaign by Interpublic Group's Foote Cone & Belding drove 103,000 people to claim coupons for free KFC Buffalo Snacker sandwiches, and drew 2.75 page views (usually about 10 times the number of unique visitors) to KFC's website, according to the Wall St Journal."
"The spot was designed to circumvent TIVO and other digital recorders that can skip commercials. Only viewers who slowed down the ads and watched them frame by frame could view the "secret code" that they had to enter on the company website to get the coupon for the free food."
This just shows that is isn't simply viewers trying to eliminate commercials completely, that is the reason behind their desire to not be interrupted. It is being interrupted without any return benefit to them, other than being interrupted.
Give the customer something that they want and they don't mind taking the time to take you up on your offer.
Think of this in any type of marketing you do. People don't mind their lives having something new interjected if it is something that has value to them. This KFC campaign has proved it among a tough-to-sell crowd.
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