Engaging at Any Speed? Commercials Put to Test

In new experiments for NBC, people are hooked up to sensors as they watch television, and researchers observe changes in their heart rate, palm sweat, eye movement and breathing patterns.

But the panelists are not watching just NBC programs. They are watching commercials — in fast-forward mode.

So far, the findings have been just what NBC hoped: judging from the biological reactions, the test subjects were just as engaged while watching fast-forwarded advertisements as they were while viewing opening scenes from the NBC show “Heroes” at regular speed.

And that conclusion — which is still preliminary — could have big implications for NBC and other networks as they negotiate rates for air time with advertisers.