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TV Audience Only Partially Attentive To Ads

MediaPost | by TVNewsCheck

An explosion of marketers’ messaging from TV, radio and online platforms doesn’t necessarily mean they receive full — or even half of — consumers’ attention for those advertisements. Ed Papazian, president of Media Dynamics, says that 50% to 60% of the audience is only partially attentive when a commercial appears on the screen. Papazian says his estimates come from a number of third-party researchers, such as Simmons and MRI, as well as other studies.