TV multitasking is on the increase, and some 82% of US adults at least occasionally go online while watching TV, per a recent IAB study [pdf]. How much of an adverse effect does that have on the influence of TV ads? Apparently none, according to the study, which actually finds that “media multitaskers” (those 43% who regularly go online while watching TV) are more likely than the average adult to regularly watch TV ads and be influenced by them. (more…)
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Media Multitaskers More Likely to Watch, Respond to TV Ads
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