I think this is absolutely an interesting and thought-provoking study in our post-broadcast, niche media world. "Life After the 30 Second Spot" (check out Joseph Jaffee's book on the subject) means media giants must work even harder to stay profitable and, indeed, desperate times sometime call for desperate studies. However optimistic and provocative, this study falls short because participants are actively engaged in TV and commercial viewing. They sit back, watch and report. However, today's TV viewer is not only fast forwarding the commercial, she is checking her email, downloading at iTunes and Skyping her pals during show breaks. Perhaps this type of environment was tested as well but I didn't see an indicatio of this in the report.

Interested to know your thoughts- Should advertisers pay for your attention when you fast forward through their messages?

This sounds a lot like the argument that retention is as good for those fast-forwarding via tivo as it is for those watching the ad. One could argue that 5 rapid fire ads would make you much less prone to reach for the remote or get a soda - they'd probably actually do more to make an impression.

Advertising HAS to change. It'll be interesting to see how.