Study: Fast Forwarded Ads More Effective?

Adliterate mentions a study (no direct link) that shows that fast-forwarded commercials can actually be more effective in creating brand recognition than ads played at normal speed because the information is processed at a subconscious level (and, I guess, because whoever is fast-forwarding is actually staring at the screen instead of rushing to the bathroom). An insightful comment to the post explains the low-involvement processing theory and points to the book "The Hidden Power of Advertising."