DVR Fast-forwarding May Not Be Fatal To TV Advertising

While digital video recorders and products like TiVo allow television viewers to skip past commercials, Boston College researchers have found that fast-forwarding viewers actually pay more attention and can be influenced by brand images they view only for a fraction of a second.

But, there's a gotcha for advertisers.  Some ads affect viewers when fast-forwarded.  Others do not.  The ad picture above does not work.  Why?

http://www.sciencedaily.com/releases/2008/11/081103102314.htm