Original article by Roy Morgan Research
Market Research Update – Page: Online : 22-May-15

In the "Screen Wars" session of the 2015 AdNews Media Summit, delegates were treated to the latest sneaky ad from US insurer, Geico, which opens with the promise "You can’t skip this Geico ad because it’s already over". Roy Morgan Research wanted to know if this 60-second ad really has the power to hold the viewer’s attention beyond the first, critical five seconds. The delegates gave their reactions via the Roy Morgan Mobile Reactor app as the ad was played in real time. The Reactor graph ended up almost as high as it started.

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ROY MORGAN RESEARCH LIMITED, AD NEWS, GEICO CORPORATION, YOUTUBE INCORPORATED