Joe Jaffe pointed out the very interesting results from BIGResearch’s 11th SIMM study that states that only about 5% of viewers actually watch commercials. Check out the chart below that shows the other activities that individuals are doing during the traditional 30 second spot.

Really though, is anyone surprised. The writing has been on the wall for a while on this one. I generally have my laptop with me when I do have the TV on and am either checking out RSS feeds or reading e-mail during the break, if I’m even in the room.

That’s one of the reasons I enjoy digital marketing so much. The approach is completely different then the 30 second spot and lends itself to the way people operate. 

Filed under: Advertising, Industry News, Jamey Shiels, Marketing Trends, Television Marketing