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