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If I were an advertiser, I would design my commercials to be as visual as possible, making sure the logo/wordmark is easily seen at the very end, like Target does. That way, the viewer still sees the logo when fast-forwarding. Better yet, frame the commercial with a recognizable beginning and ending set of frames, with the end containing the logo/wordmark.
Example for the upcoming season: First frames are of people walking into a store at Christmas time, with the ending frames being the logo/wordmark. Who wouldn't understand that even at so many more frames per second?