The truth about TV ad avoidance
Mike Hess and Barbara McNamara Carat USA
The industry needs to re-think how TV advertising actually works in today's multi-platform, DVR-based environment where ad clutter may be as big a problem as avoidance
To what extent TV commercials are actually watched has been a topic of US media industry debate since TV went ‘free’ over half a century ago. Statistics such as the estimate that 90 million toilets are flushed during the Super Bowl interval seem to suggest large-scale ad avoidance.
The industry is predicated on the fundamental notion that people do watch...