Advertising Is Dead. Again. (Part II)

Bob Hoffman, infamous Ad Contrarian, tipped me off to this one.
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Here’s a question I’ve never wondered about:

“What do viewers do during commercials?”

I just assumed that most viewers watch them. Now I find out the truth: Most viewers watch them.

MOST TV VIEWERS DO NOT LEAVE THE ROOM OR EVEN CHANGE CHANNELS DURING COMMERCIAL BREAKS, PER NEW FINDINGS
Contrary to longstanding received wisdom, the large majority of viewers of live television do not leave the room, nor do they change the channel, when the TV program they are watching goes to commercial …

TV advertising and program promotions reach 85% of adults daily; viewers typically see 26 advertising or promotional breaks daily, at an average length of 2 minutes and 46 seconds per break …

• 11% of viewers change channels during the four minutes of TV programming before the commercial break
• 14% change channels during commercials
• 13% change channels in the four-minute period after programming returns
• 86% of viewers remain with live TV during commercials

Such a shock.

But … what about social media marketing?  That’s the new thing, what everyone’s talking about, the only way to go nowadays. It’s the greatest thing since the telephone.

For those fascinated with graphs and charts, download this PDF:

Video Consumer Mapping Study

 

Next time some digi-dork vomits up the old "no one watches commercials anymore" line, smack him in the head for me. – The Ad Contrarian
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Advertising Is Dead. Again. (Part I)