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Interestingly just 5.5% said they regularly fully pay attention to commercials. That's got to hurt any advertisers out there. And the survey didn't even take into account DVR users, who may routinely skip through commercials. Wonder how many of us DVR users usually pay attention to commercials. I sometimes catch an interesting snippet of a commercial and rewind to watch one. But that does not happen very often. The ad must look very engaging or weird for me to think it's worthy to watch.
What happens when there are no commercials? How do people with DVRs multi-task when they skip commercials? Most likely they have to create their own breaks (bathroom, phone calls, smoking, laundry, cooking, etc.) whenever they can. As an avid skipper of commercials, I can go hours without taking a break from watching TV.
And when is a good time to stop? During actual commercial breaks or do you just pause it whenever? I do both.
The survey also found that eating is the number one activity people do while using media followed by doing housework, doing laundry, cooking and talking on phone. Now that's all media like radio, TV and Internet.
[tags] DVR, advertising, survey, research [/tags] Survey: People Multitask During Commercials
February 1st, 2008 No Comments
According to a survey from BIGresearch, people often multi-task during commercial TV breaks.
Channel surfing is the the most popular activity during TV commercials with 41.2% doing so followed by talking with others in the room or by phone (33.5%), and mentally tuning out ads (30.2%).
Interestingly just 5.5% said they regularly fully pay attention to commercials. That's got to hurt any advertisers out there. And the survey didn't even take into account DVR users, who may routinely skip through commercials. Wonder how many of us DVR users usually pay attention to commercials. I sometimes catch an interesting snippet of a commercial and rewind to watch one. But that does not happen very often. The ad must look very engaging or weird for me to think it's worthy to watch.
What happens when there are no commercials? How do people with DVRs multi-task when they skip commercials? Most likely they have to create their own breaks (bathroom, phone calls, smoking, laundry, cooking, etc.) whenever they can. As an avid skipper of commercials, I can go hours without taking a break from watching TV.
And when is a good time to stop? During actual commercial breaks or do you just pause it whenever? I do both.
The survey also found that eating is the number one activity people do while using media followed by doing housework, doing laundry, cooking and talking on phone. Now that's all media like radio, TV and Internet.
[tags] DVR, advertising, survey, research [/tags]
Interestingly just 5.5% said they regularly fully pay attention to commercials. That's got to hurt any advertisers out there. And the survey didn't even take into account DVR users, who may routinely skip through commercials. Wonder how many of us DVR users usually pay attention to commercials. I sometimes catch an interesting snippet of a commercial and rewind to watch one. But that does not happen very often. The ad must look very engaging or weird for me to think it's worthy to watch.
What happens when there are no commercials? How do people with DVRs multi-task when they skip commercials? Most likely they have to create their own breaks (bathroom, phone calls, smoking, laundry, cooking, etc.) whenever they can. As an avid skipper of commercials, I can go hours without taking a break from watching TV.
And when is a good time to stop? During actual commercial breaks or do you just pause it whenever? I do both.
The survey also found that eating is the number one activity people do while using media followed by doing housework, doing laundry, cooking and talking on phone. Now that's all media like radio, TV and Internet.
[tags] DVR, advertising, survey, research [/tags] 
Posted in research 