TV Audience Only Partially Attentive To Ads

An explosion of marketers' messaging from TV, radio and online platforms doesn’t necessarily mean they receive full -- or even half of -- consumers' attention for those advertisements.

For example, of the 160 TV commercials each person is exposed to on a daily basis -- 75 minutes in total when considering the five hours a day spent watching TV content -- only 30%, or 23 minutes a day, gets “full attention” for those ads.

This comes from a recent analysis from Media Dynamics, a media research consultancy. Ed Papazian, president of Media Dynamics, says that 50% to 60% of the audience is only partially attentive when a commercial appears on the screen. Papazian says his estimates come from a number of third-party researchers, such as Simmons and MRI, as well as other studies.

Papazian tells Media Daily News: “The main point is that far from being bombarded with ads, as many seem to believe, most consumers are perfectly capable of controlling their intake of unwanted advertiser sales pitches by zapping the ads, by absenting themselves -- in the case of TV -- or by simply not paying attention.”