No one watches commercials anymore, right? In particular, 18-to-34-year-olds hate ads and will do anything to quash them, right?
It turns out these and other TV myths may be just that: myths. As The Wall Street Journal reports, researchers are discovering that the nature of the show and how soon after it airs publicly has more to do with ad-watching behavior than one's age group:
One evolving theory: that advertisers should pay more attention to people's viewing patterns than to their demographics, such as whether they are a twentysomething or a male. Fans of the NBC Universal show Heroes, for example, whether they are 18-year-old men or 54-year-old women, generally tend to watch the show the same way--often clicking through ads...
So far, commercial ratings show what advertising executives have long suspected--about 3 percent to 15 percent of an audience changes the channel during commercials or fast-forwards through them, while teens and older people tend to skip commercials slightly less than viewers aged 18 to 34. In general, the closer viewers watch a show to its original airtime the more likely they are to watch the ads.… Read more