Here at Engadget HD, we've been watching TV for a long, long time, and we can't honestly say that we've ever viewed commercial time as content time. Nevertheless, MTV Networks is teaming up with Cadbury and DISH Network in order to launch its "first-ever advertiser-supported interactive television campaign." Available "exclusively" to DISH Network customers (a curse disguised as a blessing?), the campaign will debut during The N's reality series Queen Bees on July 11th at 9:00PM ET / PT. Put simply, it will present viewers with sets of questions to answer during the show (no, that's not distracting at all), and in the next commercial break, the poll results will be shown. According to the outfits involved, this is their attempt to "reinvent commercial time as content time" and "encourage viewer retention throughout the pod." We're curious -- does anyone at MTV / Cadbury / DISH actually believe this stuff, or does it just sound great on a conference call?

Whoa, whoa. Wait a minute. Is this report really saying that those obnoxiously loud used car commercials aren't any louder than the programs they accompany? In fact, yes. Tom Feran has taken the time to actually explain how loudness works in television here in the US, and the resulting report is pretty fascinating. In essence, a typical drama will have moments of loudness and moments of quiet, and commercials that follow the show have to respect the same maximum as the show. However, unlike the program, commercials can simply max out the volume from start to finish, causing a "perceived" or "inconsistent" loudness that's just barely lawful. As you well know, British regulators are stepping in to make sure no ad is "excessively noisy or strident," but the situation in America could get worse post-2009. You see, digital broadcasts have a wider dynamic range (or loudness spectrum), leaving more room for annoying salespeople to totally invade your eardrum. Nevertheless, the article linked below is a must-read for anyone who has ever been enraged by a "ridiculously loud commercial."

[Image courtesy of Derrick Logan]

We're thinking a round or two of golf claps are in order here, no? Since going on sale (in Japan) in July of 2006, Panasonic's gigantic 103-inch plasma has been purchased 3,000 times. If our math is even close to correct, that means that Panny has managed to move around 130 of these bad boys each month, which isn't too shabby given the original $70,000 sticker. If you're curious as to where these things actually go, you'll probably be disappointed to hear some rather expected answers: nightclubs, sports arena, resorts, universities, casinos and high-brow offices in big name cities. Looking for the most in one place? Head on down to Las Vegas' own Sam's Town Hotel & Gambling Hall, where 15 of these beasts were placed in its newly remodeled $20-million Race and Sports Book room.

We spotted something this week that really got our heads spinning: a fairly fail proof method to keep ad skipping (at least partially) at bay. During a re-run of Family Guy on TBS, Bill Engvall casually walked onto the bottom of the screen, paused Family Guy and proceeded to pimp his own show for a solid 15 seconds. Yeah, TBS is known for self-promotion, but this just feels downright slimy. It prompted us to fire up this poll, however, which beckons you readers to cast your vote for the most annoying form of advertisement. Feel free to chime in below with specific experiences if you feel led, and make sure to use the heck out of that DVR while you still can -- clearly, these guys are all too ready to institute workarounds to hinder ad skipping. The Bill Engvall violation video is waiting after the break.

Merely months after Verizon managed to secure Michael Bay's talents to campaign for FiOS, the carrier has now snagged Celtics superstar Kevin Garnett to push its fiber-based services. The NBA big man is now starring in a 30-second spot for Verizon's FiOS, showing off just how much he adores the innovative Home Media DVR with multi-room recording playback capabilities (its words, not ours). First Frank Caliendo, then Mr. Bay, now KG -- who's next, Don King?

We've seen outfits and networks dig deep to figure out how to make ads more attractive (or just watchable, really), but Disney's taking things to an entirely new plateau. The mega-corp is establishing a laboratory in Austin, Texas which will actually test the biometric reactions of up to 4,000 people in order to better understand what types of commercials are most effective. In the controlled setting, gurus will be tasked with measuring "heart rate and skin conductivity while tracking the gaze of participants who are exposed to new ad models over the internet, mobile devices and TV screens." As expected, the entire project is being undertaken in order to discover whether it can charge more for certain spots, but we're told not to expect the findings until early next year.

[Image courtesy of MSNBC]

Offensively loud television commercials have been a worldwide annoyance for years, and while a number of technologies have emerged in an attempt to hush those loud-mouths, British regulators are taking matters into their own hands. Just last week, the Broadcast Committee of Advertising Practice, which sets British TV ad guidelines, reportedly adopted a new rule establishing that TV ads shouldn't be "excessively noisy or strident." It elaborated by stating that "broadcasters must endeavor to minimize the annoyance that perceived imbalances could cause, with the aim that the audience need not adjust the volume of their television sets during program breaks." We're told that stations who choose not to invest in the loudness-level meter (which will ensure compliance) may actually have to "turn down the sound during commercials." Of course, whether anyone chooses to actually follow these guidelines has yet to be seen, er, heard.

[Via WatchingTVOnline, image courtesy of PaxArcana]

Some of you keen readers pieced all this together already, but that commercial you've been seeing about an "all new television series" dubbed Scarlet isn't a new show at all; rather, it's a risky move by LG to push its Scarlet LCD HDTVs. The sets themselves have been out and about already, and while the specifications aren't anything to sneeze at, the displays aren't nearly as seductive as the 30 second spot. The idea was crafted and put into motion by LG global brand marketing VP Kwan-Sup Lee and a team of advertising / marketing agencies, and while it refused to disclose exactly how much it has spent on the endeavor, it did affirm that it was "millions more than a typical product launch in the US." Sure, we can appreciate the envelope pushing, but now that we're all psyched about the show, it's a bit of a letdown to know we'll never actually be able to tune in. Check out the ad in its entirety after the jump.

It was inevitable, really. No sooner does Comcast and Rogers Cable begin taking heat for over compressing their HD feeds than Verizon pumps out a TV spot trumpeting its ability to deliver "pure, uncompressed high-definition." The ad campaign asserts that its delivery of material is superior to that offered up by traditional cable providers, but the company's media relations director Bobbi Henson did note that the real purpose was to show that "FiOS TV customers are receiving HD that's not compressed by Verizon." She noted in an e-mail statement that "content owners compress their video before sending it to video service providers, but [Verizon] forwards the signal to its customers the way that [they arrive]." You know what they say about bandwidth: if you've got it, flaunt it.

You could almost see this one coming -- a Super Bowl with one team attempting to do what no other team in league history has done? Yeah, that'll draw folks in. A game decided in the final minutes of the fourth quarter helps too, and according to research doled out by Nielsen, Sunday's tilt between the Giants and Patriots was indeed the most watched Super Bowl ever. Reportedly, some 97.5 million viewers tuned in on average, with 105.7 million fixing their eyes on the game between 9:30PM and 10:00PM EST. More interesting, however, was TiVo's research data, which showed that more folks (in its sample, at least) were interested in watching / rewinding commercials than actually pausing to gaze into Brady's eyes. Oh, and for those curious, E-Trade's "Baby" spot snatched the number one rank this year in term's of ad popularity (sorry, Toshiba). Hit up the read links below for oodles more data about the game.

[Image courtesy of Getty Images / WNBC]
Read - Nielsen's research data
Read - TiVo's research data

As if the 40- and 46-inch 20 series LCDs weren't impressive enough, NEC is expanding its lineup of commercial grade sets by unveiling a 65-inch behemoth. The MultiSync LCD6520 unsurprisingly checks in as the outfit's largest LCD to date, and it's also embedded with NEC's own Digital Signage Technology Suite (DSTS), which "includes more than 20 features and functions developed specifically for digital signage." Specs wise, you'll find a 1,920 x 1,080 (Full HD) resolution panel, a 2,000:1 contrast ratio, six-millisecond response time and a built-in "expansion slot" that can accept third-party gear such as a CAT5 receiver, single board computer, HD-SDI, or DVI loop-thru for a daisy chain setup. There's also inputs for HDMI, S-Video and composite, optional 15-watt speakers (available in 2008) and an optional digital tuner for the landscape model. Of course, we doubt you'll be buying one of these bad boys without writing it off as a business expense, as the $18,499.99 (LCD6520L-AV) and $19,999.99 (LCD6520P-AV) price tags will essentially shoo off the casual fans.

Just two short years ago, we were the ones wondering where all the HD ads were, but now it seems that commercials in high-definition are finally getting the attention they deserve. According to a study conducted on Discovery HD Theater, it was found that "the increase in brand recall by HD viewers was triple that of standard-definition viewers, and intent-to-purchase was 55-percent higher when ads were seen in HD." Furthermore, viewers claimed that spots in high-def were "very enjoyable." The research hints that HD commercials may finally be recognized as "premium content" worth premium prices, but it was noted that as these kinds of ads become "more normal, they won't have as big a lift."

[Image courtesy of HiddenWires]

NEC's latest LCD displays have more business on a video-wall demonstration than in your living room, but who said having a tile matrix of displays in your game lounge was a bad idea? The 20 series commercial LCD lineup consists of a 40-inch MultiSync LCD4020 and 46-inch LCD4620, both of which feature NEC's newfangled CV12 pixel technology. Hailed as the first displays to pack chevron-shaped pixels into a large-format LCD, it also delivers twice the contrast of traditional PVA panels, increases brightness and viewing angles, and minimizes off-angle color shift. Each touts a 1,366 x 768 resolution, 1,200:1 contrast ratio, ten-millisecond response time, and uber-thin bezels that come in "five times thinner" than current competitors. Don't count on these niche LCDs to come cheap, though, as you'll be laying down around $4,400 for the little guy and upwards of $6,300 for the 46-incher.

The constant battle between impatient television viewers and disgruntled providers got a shot of adrenaline today, as Walt Disney's two biggest channels have inked a deal with Cox Communications that is sure to simultaneously appease marketers and enrage customers. Reportedly, Cox will now begin to "disable the fast-forward feature that allows viewers to skip ads" in both ABC and ESPN video-on-demand, meaning that users who choose to view older programming via Cox's VOD channels can smash the FF button 'til their heart's content and get nowhere. Of course, users who actually set their DVR to record said content at its normal airing time are still free (for the moment, at least) to blaze right on through those annoying blips commercials, which means that you should probably become a lot more disciplined in your DVR scheduling if you belong to Cox. The worst (or best, depending on perspective) part is the precedent that this sets, as now the door is gaped wide open for more and more providers to grab the reigns of our DVRs and dictate just how far we push the notion of timeshifting. [Warning: Read link requires subscription]

[Via TechMeMe]