Study Finds Mobile Phones More Detrimental To TV Ad Viewing Than DVRs

Study Finds Mobile Phones More Detrimental To TV Ad Viewing Than DVRs

Are you a fan of television? A big, big fan of television? If so, we have to ask: when is the last time you watched a full commercial? For years now, media companies have been running around with great concern that viewers were using DVRs to simply bypass commercials, making those pricey advertisements that much less valuable. But is the DVR the real problem? That's a question addressed by a new survey cited in Ad Age, and the results may shock you.

The IPG Media Lab in Los Angeles pulled together some rather interesting data surrounding ad skipping. They found that the vast majority of viewers both online and offline used some other device to augment their viewing; that other device, more often than not, was a smartphone. Handling these phones resulted in a fairly poor attention span, enabling viewers to zone out during boring segments or advertisements.


Basically, if you had a phone in-hand, you'd entertain yourself with that most of the time whenever a commercial would air. So, are you representative of the findings? Or are you Mr. Attention when it comes to watching TV ads? 
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Lol; I am a double threat, I have a DVR, and I had and will have again a smart phone. As soon as one of these new June phone drops I am going to get another one. Then when a commercial comes on I will hit pause because I don't even like to listen to them. I will then mess with my smart phone for 5 minutes. When I finish whatever I am doing on it I FF through the commercials and watch my show until the next commercial comes on I can FF through it because of that last five minutes and watch more of my show. The next one that comes on I pause again for 5 minutes and repeat. So the only commercials that enter my home at all are on FF2 so there is no volume and I cannot even discern what the images are trying to convey.

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