Smartphones Distract Viewers From Television Ads

According to a study done by IPG Media Lab and YuMe who studied people’s behaviors while watching the television, they found that even though people had the television on and running, they were not fully engaged. During 30 minutes of watching television, they found that 94% of the participants were distracted and the biggest culprit of those distractions were smartphones, who contributed to about 60% of those distractions.

You know how it is with TiVo where you can record you shows and just fast forward during the ads, well as it turns out rather than fast forwarding those ads, apparently checking your phone proved to have a greater impact. Who can blame them, nowadays our smartphones are pretty much capable of anything, heck we can even use it to control our televisions if we should choose to. It just goes to show how connected we are that our phones are such an integral part of our lives we are willing to sacrifice a couple of seconds or minutes of the television just to attend to our phones.

Perhaps the idea of making 3D ads isn’t such a bad one after all, or maybe television advertisers should start paying more attention to mobile advertising instead.