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Fox Says ‘Fringe’ Viewers Pay Attention to Lack of Ads

Fox says that viewers’ attention to commercials is higher when fewer commercials are aired. The revelation comes as a result of testing the network has done for its freshman thriller, Fringe, which will premiere Sept. 9 with limited commercials and shorter commercial pods.

Fox contracted with Innerscope to measure the attention levels of viewers watching Fringe either with shortened commercial pods or with standard-length pods, writes Mediaweek. Innerscope found that those who watched the show with shorter pods had:

• attention levels 31 percent higher…
• ad engagement levels 21 percent higher…
• unaided recall levels 250 percent higher…
• ad likeability levels 61 percent higher…

...than viewers who watched standard-length pods.
Innerscope also found that viewers watching the episode with fewer ads fast-forwarded 136 percent less than viewers who watched the episode with standard-length commercials.

Fox is calling its initiative to air shows with 50 percent fewer commercials Remote Free TV. Mid-season drama The Dollhouse will also air with fewer ads. During the upfront, Fox was able to sell ads during those two shows at a price increase of 35 percent to 40 percent over the previous year.