The Ad Zapper in Your Brains

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by: Ilya Vedrashko

During commercial breaks,

  • 41.2% of viewers channel-surf
  • 33.5% talk with others in the room or by phone
  • 30.2% mentally tune out
  • 5.5% regularly fully attend to commercials

In other news, this winter fewer people eat (68.8%) and more people do laundry (58%) while consuming media (70% and 57.4% in July 2007, respectively). This and other amusing tidbits in the new BIGresearch’s research of simultaneous media consumption SIMM 11.

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