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Advertising Labhttp://adverlab.blogspot.com/2006/10/data-good-news-some-people-do-watch.html

Ball State Uni’s Center for Media Design just announced a new installment of results from their media consumption study. This part deals with TV ad avoidance. Some snippets:

” – About one third (32.7%) of all ad pods were watched in their entirety.

– Over one half of all ad pods (57.9%) were interrupted by advertising-related scene shifting or attention shifts.

– Nearly half of the ad breaks were watched for one minute or less, as 15.4 percent of commercial blocks were viewed for 31 to 60 seconds before interruption; 12.1 percent lasted 16 to 30 seconds; 11.8 percent were between 6-10 seconds; and 9.1 percent lasted 5 seconds or less.”
— via lost remote

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Insight and Research at the Center for Media Design (CMD) has begun to receive quite a bit of attention from industry publications and mainstream media outlets in the last several years as a groundbreaking and reputable media research organization. This archive is only for educational purpose, if the content involved any copyright issue, please contact: Michelle Prieb: meprieb@bsu.edu
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